Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 25

Promotions are another important type of marketing activity that’s affected by social influence marketing, owing to the fact that as people communicate with each other more, they have less time to participate in product promotions. But it also presents unique opportunities for marketers to put the potential of social influence marketing to good use.

FIGURE 1-6: Advertising on CNN.

Consider this: Promotions are primarily about incentives that are designed to stimulate the purchase or sale of a product in a given period. Promotions usually take the form of coupons, sweepstakes, contests, product samples, rebates, and tie-ins. Most of these promotions are designed as one-off activities linking the marketer to specific customers. However, by deploying social media marketing concepts, you can design promotions that require customers to draw in their social influencers, whether it’s to participate in the contest or sweepstakes with them or to play an advisory role. By designing the promotion to require social influencer participation (it needs to be positioned as friends participating), the specific promotion may get a lot more attention than it normally would have. What’s more, you can now design promotions geared directly to driving social influence among people in a given network. We discuss promotions in Chapter 4.