Chapter 7

Shopper/buyer-activated promotions

For the marketer, this relatively new phenomena – the ability of the shopper/buyer to access at will a plethora of online sources of information and to send and receive communications 24/7 – means a sea change in response from just answering enquiries (through call centres?). Accept that the technology may be mind-boggling (so just get someone else to do it) and realise that this is now – and that’s how people communicate, but (and believe it) the need for marketing messages and promotions is at least just the same or greater. So support and assist the shopper/buyers as they seek information, comment or endorsements (this two-way communication is what is different); provide this, but go further: offer ...

Get Promotional Marketing, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.