Nowadays, consumers are relying on technology to achieve any number of tasks. They are “plugged in." Yes, they are linked worldwide and locally through social media networks.
Instead of flipping through catalogs, magazines and newspapers, they’re browsing websites and searching for information and online reviews about the products and services they want. They’re throwing to the garbage direct mailers and checking their email for coupons instead. What about phonebooks? Very few people under 70 use them.
The Marketing Paradigm has shifted. Nearly all consumers (97%) now use online media when researching products or services. The misconception is that only young people use these technologies when in fact, nearly all of the buying public now uses them.
When your mechanic sends you a coupon for a discount on an oil change, or your local coffee shop rewards you with a free cup of coffee every tenth time you buy, you're seeing a promotional program in action.
A promotion is a planned strategy for increasing sales over a short period. A promotion adds value to the product or service offered. It stimulates sales for reasons other than the product's inherent benefits.