What value does the online business promotion bring to the Internet marketing environment? Is it worth the cost to market an online promotion? In years past, most companies used sweepstakes, online promotions, and other email and viral internet marketing applications to build databases for sale and use in direct marketing. Some business marketers attended trade shows and built marketing sales lead lists, but never considered building strength of those sales lead lists, by conducting business internet promotions online.
Fast forward 10 years and ask a b2b marketing professional if the strategic plan to generate leads, build customer loyalty, drive traffic to events, and increase sales will include internet promotions. The answer is yes. What was once thought of as a consumer marketing application is now one of the first things listed on the business to business marketing budget. Online promotions are turnkey, easy to launch and cost effective.
Internet marketing promotions increase response levels of both B2B and business to consumer marketing efforts. Businesses, which are looking for promotions to generate leads, drive business, and build customer loyalty, are engaging in online promotions. The online promotion is a turnkey solution for businesses, both large and small. And the ability to launch customized online games and sweepstakes, in a matter of days, is achievable at a cost as low as 35 cents per lead. Business to business and business to consumer marketing professionals are using internet promotions to build public relations opportunities as well as increase community involvement through online promotions and fundraising efforts.
During a September business marketing and charity fundraising promotion, a technology company deployed a business internet promotion online, to capture sales leads and drive sales prospects to the interactive online promotion, which would increase fundraising efforts for a favorite charity. Discounts The technology company delivered game cards to potential customers, during VM World. The cards drove customers to a website, which offered visitors a chance to win $25,000. If the customer won, the charity would also be paid $25,000. Visitors entered a code to play the online game, completed requested fields for contact information, and then were provided a follow up page which would also provide a link to donate money to the charity. An automatic marketing email would follow up the promotion with a second chance to donate money and provide online users with company information, to brand the company with potential customers.
78% of b2b customers entered the password after arriving on the promotional website
62% of b2b customers completed the fields and answered questions to play the online game
5% of b2b customers and prospects responded to the follow up email to raise money online Online promotions increase response rates by exponential numbers, as experienced by this online business promotion. As Starbucks has taken the place of the fast food drive through in the morning routine and Web 2.0 has grown the depth of search engine marketing, business marketers are making strategic changes.
What was once a consumer marketing model, has migrated to benefit the B2B marketer and the business affiliated to that marketer, through increased lead generation, consumer loyalty, event and internet marketing traffic, and ultimately sales. Online promotions, including the revitalized and expanded practice of public relations, was an $8 billion category last year. Borrell Associates research shows the category will nearly triple over the next five years to $22.8 billion, surpassing all other online advertising categories.