John,Good insights; tkhnas. The money invested in Promotions, consisting of the cash value of discounts, redeemed coupons, sweepstakes and a other short-term-sales stimulants, has exceeded the investment in advertising in the offline world for a long time. Online is catching up. A big reason we see more growth in promotions than in advertising, both offline and online, is that marketers are learning how to use those tools to begin and build long-term relationships with individual consumers. The value of promotions is being increased by the opportunity to re-market to consumers who participate in them, using database marketing tools and techniques that are becoming cheaper and easier to use every day. This trend also enhances the opportunity for local media companies to to offer services that include database marketing for smaller businesses.
Muchas gracias. ?Como puedo iniciar sesion?