Marketing tools
There are a number of different tools that can be used to market a product:
- traditional media
- digital media
- social media
- promotional items
Traditional media
Billboards, banners, newspapers, magazines, radio and TV etc.
Advantages - large numbers of people can be targeted and some of the techniques can appeal to more than one of the senses, eg sight and hearing when watching TV.
Disadvantages - it can be very expensive and in some cases not much attention is paid, eg a radio advert.
Digital media
This is computer software technology that can be used to target customers using tools relating to Strategy, techniques and tactics used to increase the amount of visitors to a website by getting a high-ranking placement in the search results page of a search engine., Promotional activity designed for mobile phones, smart phones and other handheld devices. and interactive online advertisements.
Advantages - this can be sophisticated technology and can be used to find out specific data relating to individual customers.
Disadvantages - companies may not have the in-house expertise, so this can be an expensive option.
Social media
Blogging, tweeting, posting, sharing, networking, pinning, bookmarking, media sharing and commenting on social media websites such as Twitter, Facebook, LinkedIn, Pinterest and YouTube.
Advantages - this is a low cost option and can be used to build interactive, online relationships with potential customers.
Disadvantages - social media can be very crowded and it may be hard to stand out.
Promotional items
Brochures, business cards and merchandise such as pens, keyrings and bags etc.
Advantages - they can be used to build The extent to which customers are aware of the qualities and image of a particular make. and are easy to produce and distribute.
Disadvantages - messages on most promotional items are limited. If the item is of poor quality, this may also reflect badly on the business.
Real-life example
Cadbury's Creme Eggs are the most popular chocolate eggs in the world. Cadbury has a special marketing strategy, which means that the eggs are only available to buy from January to April each year. This is in order to target the Easter market, when chocolate eggs are often given as presents.
Cadbury promote the eggs through adverts during this time. The adverts are designed to remind customers about the product so that they buy them. The marketing strategy appears to work - over 500 million Creme Eggs are sold every year.
