Using technology in promotion
Traditional methods of promotion can be expensive, need to be planned in advance and may not always reach the intended audience. New digital forms of The method by which goods or services are promoted to their potential consumer base. allow businesses to communicate quickly, efficiently and directly with consumers.
Digital marketing tools can be used by businesses of any size, and some techniques allow interaction between the business and the consumer. The digital tools available include:
Viral marketing on social media
Promotional activity that encourages consumers to share content between themselves on the internet. involves producing marketing materials that can be shared, usually on social media. It requires content, such as a video, that appeals to users to encourage them to share it. This can be used to support a campaign, as well as to market a product or service.
Targeted online advertising
Website owners can track the Connected to and using the internet. activity of consumers who visit their site by using Short pieces of text exchanged between browser and server that stores information about the user and IP address.. They can use cookies to build a profile of consumers’ interests. They can then serve adverts for products suited to the individual consumer.
Apps
Applications designed to run on mobile devices. These can be used for creating documents, taking pictures, listening to music, playing games or finding directions., or apps, enable businesses to personalise promotional materials and offers for specific consumers. They can also enhance customer convenience, for example, grocery shopping apps, and increase customers’ interaction.
Businesses can advertise within an app, and apps also enable innovative interaction with customers. For example, apps enable customers to see products and services and may also allow customers to book appointments, find special offers or track their orders. Many apps use a ‘push’ notification system to interact with customers regularly, giving updates about products and services.
E-newsletters
Electronic A document that is produced regularly to pass on information to people who are interested in a common topic, eg. a school newsletter might include dates of school holidays and school productions. Newsletters are often sent by email. can be distributed via email to consumers who have signed up to receive them. They are a good way for a business to keep in touch with consumers who have previously purchased, or shown an interest in, products that the business sells.
