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Digital promotion is the use of one or more forms of electronic media to market or advertise a product or brand. Marketing or advertising platforms that may be used can include social media, electronic billboards, mobile phones and tablets. An example of how a brand or organisation may be to advertise on another public website, on their own website or to use or create a mobile application to promote their product or service.
The term digital promotion was first introduced and used loosely in the 1990s with the development of the internet and the creation of search engines such as Yahoo in 1994 and google in 1998. Within five years Digital promotion for business had dramatically increased globally and in 2004 within the United States alone brought in $2.4 Billion revenue.
Soon after this came the introduction and development of social media websites such as Myspace and Facebook, which was soon seen as a gold mine for digital promotion and growth in businesses. It sprung new ways for companies to interact directly within their customer base and also find and develop new ways to connect with larger target markets in order to expand their businesses. This became extremely useful for startups or small ventures as they now had platforms to promote and market their product or service digitally free of charge.
Digital promotion is generally used as a part of a company or organisations digital marketing strategy implemented to increase sales of a product or service and or to drive awareness of the brand to a larger audience. This is predominantly done through social media and search engine marketing (SEM).
In today's modern world digital promotion is considered to be crucial with not only customers but competitors in the market being constantly active online. It has generated a completely new way to be competitive in a market place, a large portion of a companies brand is the quality of its digital or online presence. In a modern world where 96% of people aged between 18-29 years old and 93% of people 30-49 years old are actively using the internet it is clear why dominant online and a huge focus on Digital promotion with brands is at the top of any major successful marketing strategy.
These statistics are the reason why digital promotion is considered to be essential in the modern world especially with the ability to access the internet from mobiles phones while consumers are on the go. Research shows that 48.8% of mobile phone users are accessing the internet on their devices and that statistic is predicted to grow by a further 20% by the year 2019, which can explain the push of advertising and promotions on mobile devices such as cellphones and tablets due to the change in the behaviour of consumers due to spending more time online visiting digital platforms.
A major benefit of running a business promotion online digitally is not only its ability to instantly reach millions of potential customers or client but the ability to capture and contain data such as target audiences, geographic locations and age groups that are viewing the businesses promotions or advertisements. This makes basic market research a simple task when a business can use an application such as google analytics to retrieve and view information like this.
The future for what digital promotion holds is unclear as is changing dramatically all the time. This makes it hard for leading marketers around the globe to keep up to date with the development of technology and trends within consumers. The latest development in the digital area is the release of Virtual Reality. An example of one of the first uses of Virtual Reality being used for digital promotion happened in 2015 when the New York Times sent 1.1 Million Google Cardboard headsets out to its print subscribers while alongside releasing content on their website that the users could access and use with these headsets combined with their mobile smartphones. The content created news stories and also brand promotions such as the VR video of test driving the new Volvo XC90 where the user feels as if they are driving the car around a race track in the drivers seat. This promotion by The New York Times showed what is possible in Digital Promotion heading into the future with new technologies such as VR. Non-print subscribers were also able to purchase the NYT VR (New York Times Virtual Reality) headsets for $30.
Digital technology has revolutionized promotional marketing. Brand owners have better access to huge and global audiences. Brand owners must take great care with the detail of their promotions as any flaw can be easily exploited at huge cost to their bottom lines and reputations. Hoover's free flights campaign remains a lesson to all promotional marketers.
Creating a promotion online is easy now, especially within social network sites. The main advantages of running a promotion partially or entirely online are:
There are a number of additional associated benefits:
The Disadvantages: It's important to remember that the benefits of being online can backfire if things are not planned properly and executed well.
T.A.S.C.S. are the five key elements to ensure the success of Online/Digital Promotion:
A trustworthy, accessible, secure, clear, and safe online promotion can bring measurable benefits to the brand and for future promotions.
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