Using Promotion to Vary the Mix




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Sana19.03.2017
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Using Promotion to Vary the Mix
1. Reviewing new ways of applying each of the elements of the communications mix such as advertising, sales promotions, PR and direct marketing.
2. Assessing how the Internet can be used at different stages of the buying process.
3. Using promotional tools to assist in different stages of customer relationship management from customer acquisition to retention.
In a web context this includes gaining initial visitors to the site and gaining repeat visits through these types of communications techniques:

  • reminders in traditional media campaigns why a site is worth visiting, such as online offers and competitions;

  • direct e-mail reminders of site proposition – new offers;

  • Frequently updated content including promotional offers or information that helps your customer do their job or reminds them to visit.




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Download 1,72 Mb.