Online sales promotions for consumer products

Promotion is one of the key of the four Ps in the marketing mix and as such has a key role to play in market success. The Internet’s potential to provide an efficient channel for marketing communications is overwhelming. Many marketing communication researchers have realized that this new medium would bring new opportunities for the marketing communication process with its popularity as a medium to target consumers. An increase in the use of websites for promotion of consumer products by organizations is expected. Organizations encourage visits to their websites by the use of integrated marketing communications. However, while advertisements are quite popular and a big business on the Internet, sales promotions on the Internet have not caught up yet.

The aim of this thesis is to provide better understanding on the use of sales promotions for consumer products in an online environment. In order to reach this purpose, research questions on the types of sales promotions used online, as well as describing the environment in which they existed, were stated. Based on these research questions, a review of the literature was conducted, resulting in a conceptual framework. This framework became the guide for this study’s data collection. A qualitative approach was used, consisting of two case studies. Data was collected by interacting with specific websites. The findings indicate that firms use ‘games’ as major type for online sales promotion of consumer products. In addition, firms also use advergames, contests, and sweepstakes for online sales promotions. Sampling was found useful for digital products. These firms take necessary aspects to make their websites effective. Studied firms use presentation elements and contents that are essential for effective websites. Firms ensure transactions security for online sales and provide playfulness in websites which make them more effective. The findings support past research in that showing that, while firms use aspects to make websites effective, they do not use many of sales promotion types for online promotions. Overall, case studies show that firms have clear approach in adopting online sales promotions and making their websites more effective.

Author: Niazi, Raheela

Source: Luleå University of Technology

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