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Smart Promotional Platforms: Technologies and Best Practices for Smart, Integrated Promotions
GISTICS, Jan 2008, Pages: 16
This white paper examines an emerging set of practices that can add a new dimension to Customer Relationship Management (CRM)—ways of tracking a customer and his interactions throughout the brand and product lifecycle. The best practice for promotion now incorporates the lessons of the Internet, and many successful innovations pioneered by Yahoo™, eBay™, and AOL™ as well as the guerilla and street marketing techniques of The Blair Witch Project™ and Warner Music™. A call to action such as 'Buy now', 'Receive 10% off', 'Visit the Web site for details', or 'You have won' defines a promotion. Consumers' response demonstrates a meaningful but often misunderstood or underutilized result: a willingness to trade their attention, time, and effort for something of value—an opportunity to win a prize, compete for the recognition of peers, earn a discount, etc.
Smart online promotion enables a brand and marketing firm to engage consumers and interact over time. Properly understood and applied, smart online promotion provides a powerful and unique feedback loop for most of the elements of integrated marketing. Marketing managers can now target promotions to the pre-sales, sales, and postsales stages of a brand. Consumer responses to these call to action promotions can reveal uncanny insights about the pre-launch receptivity to a brand’s value proposition, as well as message adoption by a demographic or lifestyle segment immediately following a brand’s launch. Unlike past uses of promotion, smart online promotion need not end. Marketing managers should no longer consider promotion as a one-off activity with a definite beginning and ending point.
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