New methods in sales promotion

Marketinško komuniciranje je pomembna dejavnost vsakega podjetja, ki na tak način skuša vplivati na vedenje potencialnih odjemalcev. S pomočjo marketinškega komuniciranja podjetja neposredno ali posredno informirajo, prepričujejo in spominjajo odjemalce o svojih izdelkih ali storitvah. Znotraj marketinškega komuniciranja so zajete štiri osnovne dejavnosti, ki so podjetjem v pomoč pri prenosu sporočila do ciljnega odjemalca. Te dejavnosti so oglaševanje, odnosi z javnostmi, osebna prodaja in pospeševanje prodaje. Medtem ko so oglaševanje, odnosi z javnostmi in osebna prodaja namenjeni predvsem grajenju imidža blagovne znamke, pa ima pospeševanje prodaje takojšen učinek. Pospeševanje prodaje je torej namenjeno takojšnjemu odzivu odjemalcev, ki se najpogosteje odrazi pri nakupu samega izdelka ali uporabi storitve. Razmere na trgu se zaradi zasičenosti z izdelki precej zaostrujejo, zato morajo podjetja predvsem najti nove načine, s katerimi bodo pospešila prodajo svojih izdelkov in s tem ohranila konkurenčno prednost. Nove metode pospeševanja prodaje se tako nanašajo predvsem na razvoj telekomunikacijske tehnologije in premika dejavnosti na splet. Ta premik pa podjetjem omogoča neposredno pridobivanje povratnih informacij odjemalcev, s čimer prispeva k večji učinkovitosti in uspešnosti podjetja.Marketing communication is an important activity of any company that tries to influence the behaviour of its potential customers. With its help, companies directly or indirectly inform, persuade, and remind customers about the products or services they offer. Within marketing communication, four basic activities help companies convey a message to the target customer. These activities are advertising, public relations, personal selling, and sales promotion. While advertising, public relations, and personal selling are primarily intended to build the brand\u27s image, sales promotion has an immediate effect. Sales promotion is therefore intended to entice an immediate response from customers, and this response is most often the purchase of the product itself or the use of the service. The market situation is becoming much more challenging due to the saturated market, so companies need to find new ways to accelerate the sale of their products, thus maintaining a competitive advantage. Furthermore, new methods of sales promotion relate primarily to the developing telecommunications technology and the shift of sales activities to the Internet. This shift also enables companies to obtain direct customer feedback and, consequently, increase the efficiency and effectiveness of the company itself