Changes are afoot in the world of marketing. Evidenced by ‘The Institute of Sales Promotion’ changing its official title to ‘Institute of Promotional Marketing’, a CEO in the know, has explained how new media is changing the way we do business.
Speaking on the changing nature of marketing today, Mr Stephen Bentley (of Granby Marketing Services) explains how Promotional Marketing and all of the promotional products and promotional merchandise associated with it, are very different from the sales promotions of old. Today’s marketing, we are told, is so much more than getting people to buy, it is about “changing behaviour”.
The Internet, together with the explosively growing mobile phone market, is largely responsible for these dramatic changes. For example, where once businesses had to feverishly collect data on their customers, many customers will now happily fill in a survey – although they may expect something in return!
Competitions, such as ‘text-to-win”, are also on the up – providing the ‘YouTube attention span’ technology hungry shoppers of today, with an instantly gratifying fix.
However, when it comes to building brand awareness offline, businesses would do well to remember tried and tested promotional products. Personalised promotional merchandise win hands down, when the computers are powered down!
