As someone with a promotions background and an interactive background, it’s been clear to me for several years how each discipline helps bolster the other.
Here are a few numbers to support my line of thinking:
A new consumer study of 2000 “digitally connected” consumers commissioned by Razorfish found that 43 percent of those following brands on Twitter do so because of exclusive deals or offers. That tops interesting content (23 percent), current customers (24 percent) and service support (4 percent).
This “fan culture” around brands holds great promise for those that nurture it, according to Garrick Schmidt, group vp of experience planning at Razorfish. He notes that 70 percent have participated in a brand contest or sweepstakes, another 24 percent have produced a piece of content on behalf of a brand and 26 percent have attended a brand event.
Price offers are the number one reason to engage with a brand in the social space and the chance to win something is also hugely attractive. Could the opportunity for promo shops to step up and make things happen for their clients online be any greater?
The reality is digital extends the power of relationship marketing, experiential marketing, word of mouth marketing, promotional marketing, direct marketing, retail marketing and brand marketing. It’s that big.
[via Brian Morrissey of Adweek]
