What is Marketing Promotion?

Marketing Promotion Is Defined as A Way of Communication Between Buyer & Seller in Which a Seller Persuades His Audience to Buy the Products. It Is a Blend of Promotion Tools That Seller Uses to Persuasively Communicate Customer Reason and Need of Buying the Product or Services. The Aim of Promotion Is to Increase Brand Awareness, Create Interest, Generate Sales or Create Brand Loyalty.

 

 

Needs of Marketing Promotion

• Build Brand Image & Perception – This Enables Audience to Recognize Brand Logo of Company and Its Products or Services. The Perception A Customer Is Having Towards a Brand & Its products Determines the Effectiveness of Marketing Techniques Used.
• Brand Awareness & Recall – Constantly Hammering the Communication into Audience Mind in Order to Create a Brand Image & Sometimes Works as Reminder That a Particular Brand or Product Exists.
• Communication Between Buyer & Seller – Promotion Is a Big Tool or Can Be Said That the Only Tool Which Acts as A Communication Between Buyer & Seller with An Objective of Exchanging Need, Usage & Information About a Product or Service. Data Collected Can Also Be Used for Further Shaping Up the Communication
• Build Relationship with Customers – Continuous Communication Helps in Building Relationship with Customers and Also Leads to Customer Loyalty. Customers Faith Can only be Achieved Once a Brand Is Able to Satisfy Customer Needs and Create Space in Customers Mind.
• Enhances Sales – With Objective of Increasing Sales, A Returning Customer Can Be the Best Award for This Communication.
• Analysis & Further Course of Actions – Understanding Usage & Behavior of Customer Is Very Important. This helps to Design product & Services That Can Best Suits Its Users. Effect & Feedback of One Communication Can Be Helpful in Designing Another Campaign or Communication.

 

Trade Marketing vs Marketing Communication

Area	Trade Marketing	Marketing Communication
Focus	Promotion for trade channel like whole seller, Retailer, dealer or influencers impacting sales	Promotion for end users or customers
Type	B2B marketing with some part of B2C	Majorly B2C marketing
Tools	Tools provided to be used by trade channel to generate sales	Tools created for communication between company & customers in order to educate them about offerings & schemes
Example	Examples Include – free demo samples or demo kits, special discount, free bees, sales person etc.	Poster containing usage & feature of product, personalized messages, etc.

 

Marketing vs Communication

Area	Marketing	Communication
Focus	In order to sell the goods or service, it Focuses on promoting and educating the target market.	It primarily serves as a storyteller and focuses on communicating crucial messages.
Objective	It aids in generating revenue, attracting new clients, and keeping hold of current ones.	It supports the sales staff and aids in brand development.
Limitations	It mostly struggles with issues like comprehending consumer behavior, spurring growth, lacking marketing expertise, etc.	Language limitations, a lack of diverse communication tools, a lack of full message control, etc. are some of the difficulties it faces.
Purpose	Its purpose is to understand customer behaviors and increase the numbers to measure the overall clicks or no. of purchases	Its goal is to better understand consumer behavior and raise figures to gauge total click-through rates or sales volume.
Timing	It is used from the beginning of product development.	It is utilized right away during product development.

 

Understanding ATL & BTL Types of Marketing Promotion Strategy

Area	ATL	BTL
Definition	ATL stands For Above the Line Marketing	BTL stands for Below The Line Marketing
Target Group	Usually target audience group is quite large	Usually, target audience group is selectively small
Message	Generic message used for All	Customized message is used as per audience
Theme	Same theme is used across	Theme is customized as Per taste, culture etc of audience
Mode Of Communication	Mode of communication includes TV Ad, newspaper AD, FM Campaigns, Hoardings and other modes catering large Audience in one go.	Modes of communication includes participation In local fairs, exhibitions, small interactive & engagement activities with audience, Merchandise, Promotional Gifts, Festival Gifting, Retail Brandings.
Expenses	Expensive due to large target of media	Less expensive as mostly small activities
Geography	Last part can be covered like, State, Nation or global	Selective areas are covered like region, City, colony, society, market etc.

 

Online Marketing Vs Offline Marketing

Area	Offline Marketing	Online Marketing
Focus	Diversified	More focused
Audience / Demographic	Large and varied	Small & segmented
Communication	Communication is less personalized	Communication is more personalized
Interaction	Face to face interaction in comparatively more	Face to face interaction is comparatively less
Target Group	Targeting cannot be fully controlled	Can be targeted as per attribute, age etc.
Objective	Majorly brand building & communication. helps to Set pre-purchase behavior	Targeted on purchase action
Evaluation	Evaluation cannot be easily quantified	Outcome can be evaluated more accurately
Media	Can be mix of electronic & mon-electronic	Will be an electronic Media

 

What is Digital Marketing

It is the marketing strategy which uses online mode of communication to communicate with customers on electronics devices such as mobile, computer, tablet etc. The Communication can be done in various forms like videos, images, text or in a mix.

Popular methods of Digital Marketing Promotion

• Search Engine Optimization (SEO) – Process of improving page ranking in search engines and grab higher spot in order to grab maximum traffic. These can be done in 2 forms – on page & off Page.
• Search Engine Marketing (SEM) – Paid tool to increase page rank on search engines page
• Pay Per Click (PPC) – Where as advertiser pays to platform owner (search engines) against every ad clicked by visitor (navigator) that lands the navigator to advertiser’s page.
• Social Media Marketing (SMM) – Marketing done through display ads & videos on popular social media websites such as Instagram, Facebook etc. These can be paid as well as organic in nature. Organic can be done by getting maximum followers to the page.
• Email Marketing – This is more personalized & one to one mode of Communication. Curated offers and selective communication can be performed using this mode of communication.
• Influencer Marketing – Method of promoting other seller product or services in order to generate more traffic & sales and getting rewarded against same.
• Blog Posts – Using blogs on popular topics such as food, places to visits or hacks etc, in order to attract traffic to website.  
• Bulk Messaging – bulk messages through SMS or other apps like WhatsApp for communication.