We already know that “There are four components of promotion-mix i.e.,
advertising, personal selling, sales promotion and public relations.
Thus, promotion mix is a company’s total communication programs which
consists of different blends of its components and which is used to
achieve the company’s marketing objectives.” (Heenaa 2011)
To explore this further- lets discuss the traditional mix concept of personal selling with the new ‘’toolbox’’ of the web.
“To review - Personal selling is a personal communication with one or more prospective buyers(viewers) for the purpose of selling a product or service. Personal selling is considered to be the most effective tool because of various characteristics” (Heenaa 2011) which are listed below:
- it involves personal interaction, hence feedback is received immediately; (can’t we utilize this concept to ‘’pull’’ info from the client with intent to establish a product that suits their needs (personalization) by utilizing blogs and discussion forums? There are plenty of company blogs and discussion groups which target an audience to pull info with intent of personal selling ‘’push’’)
- it is quite flexible, salesman can adjust communication according to the level of customer’s under-standing. ( whether is be a tangible or intangible product – can’t marketer’s utilize web platforms such as Facebook to ‘’pull’’ information from clients on their needs and just as easily adjust communication online after analysis? And even quicker then with more traditional media? To than “push” a product that is relevant?)
- it is more persuasive; buyers can be convinced about the utility of the product; (through the use of web 2.0 platforms- such as Facebook and Youtube, can’t the web platform be utilized to study market groups-understand client needs and ‘’pull’’ the data together and then offer an “educated” product? And can’t this educated product be persuasive by nature- since it exudes value by satisfying the client’s needs ? Also- can’t the web itself be utilized as a personal selling platform ‘’push’’ – and do an even better job than traditional media- since now you can interact with other people/friends via a 2 way dialogue to get reviews, on-demand product demos and interactive 3-d models of tangible and intangible products?)
- impressive salesman leaves an impression on the prospective buyer; it may increase sales in the future. (Can’t we utilize CRM systems to maintain an attentive impression to the client so that we can continue to ‘’pull’’ data in at attempt at a more successful ‘’push’’ of products?)
As you see in this example, the 4 P’s can be utilized successfully for either a push or pull strategy, and the beautiful thing is that the web has provided an even easier platform to accomplish either task or both simultaneously. The success lays in noting the differences in approach, ultimately by implementing the traditional marketing mix model/framework with the new mind-set of promoting client interaction on a new technology platform.
To explore this further- lets discuss the traditional mix concept of personal selling with the new ‘’toolbox’’ of the web.
“To review - Personal selling is a personal communication with one or more prospective buyers(viewers) for the purpose of selling a product or service. Personal selling is considered to be the most effective tool because of various characteristics” (Heenaa 2011) which are listed below:
- it involves personal interaction, hence feedback is received immediately; (can’t we utilize this concept to ‘’pull’’ info from the client with intent to establish a product that suits their needs (personalization) by utilizing blogs and discussion forums? There are plenty of company blogs and discussion groups which target an audience to pull info with intent of personal selling ‘’push’’)
- it is quite flexible, salesman can adjust communication according to the level of customer’s under-standing. ( whether is be a tangible or intangible product – can’t marketer’s utilize web platforms such as Facebook to ‘’pull’’ information from clients on their needs and just as easily adjust communication online after analysis? And even quicker then with more traditional media? To than “push” a product that is relevant?)
- it is more persuasive; buyers can be convinced about the utility of the product; (through the use of web 2.0 platforms- such as Facebook and Youtube, can’t the web platform be utilized to study market groups-understand client needs and ‘’pull’’ the data together and then offer an “educated” product? And can’t this educated product be persuasive by nature- since it exudes value by satisfying the client’s needs ? Also- can’t the web itself be utilized as a personal selling platform ‘’push’’ – and do an even better job than traditional media- since now you can interact with other people/friends via a 2 way dialogue to get reviews, on-demand product demos and interactive 3-d models of tangible and intangible products?)
- impressive salesman leaves an impression on the prospective buyer; it may increase sales in the future. (Can’t we utilize CRM systems to maintain an attentive impression to the client so that we can continue to ‘’pull’’ data in at attempt at a more successful ‘’push’’ of products?)
As you see in this example, the 4 P’s can be utilized successfully for either a push or pull strategy, and the beautiful thing is that the web has provided an even easier platform to accomplish either task or both simultaneously. The success lays in noting the differences in approach, ultimately by implementing the traditional marketing mix model/framework with the new mind-set of promoting client interaction on a new technology platform.
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