Consumer promotion campaign in digital platform/media

Abstract

Marketing has always been the most vital part for any Brand or Organization. In recent Years, Digital Marketing has become the heart of Marketing. As consumer’s social presence has become eminent, digital marketing became prominent. Brands started to allocate its most of the marketing budget in digital marketing. Now a days, almost every brand or organization has their official social page which they use to communicate directly with their consumers. Where they can remind them about their presence every day, every moment and generate brand awareness. On the other hand, consumer promotion is mostly used promotional strategy and has been used by most of the brands to generate consumer’s participation in creating brand equity. Consumer Promotion is a marketing technique used by companies to entice consumers with their products or offerings to increase market share by a short period of time. As digital media has become the easiest way to reach consumers, consumer promotion offers has also started using it as their main communication channel. In my research paper I will try to explain how Consumer Promotional Offers can be made more effective in digital platforms to build strong brand equity. For this purpose I will use my own practical experience on Consumer Promotion offers as primary data and also I will take help from scholarly article, journal, online book and various websites as secondary data. Various data from a Consumer Promotion Offer has been used to make the research more understandable. Based on the overall findings some recommendations are given later on, how companies or brands can made this kind of Consumer Promotional Campaign more effective and enhance brand equity.