Digital Promotion Research Paper
Digital Promotions – An Emerging Opportunity to e-tailers
Rajni Gupta Dr. Kavita Mathad Dr. Ganesh L.
Mphil Student Associate Professor HOD General Management
Christ University Institute of Management Institute of Management
Abstract Introduction
Internet has changed the way people shop and live their life. The internet penetration is increasing day by day all over the world. Internet usage in 2010 was 29.4% and has increased to 40% of population in 2014 (source: http://www.internetlivestats.com). India is not top users of the internet what it has the fastest penetration with 121 million web users (source: IAMAI) which is the third largest base of internet users in the world after China and the United States
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Doyle & Stern (2006) stated that by using online sales promotions companies get their targeted results faster than traditional advertising which may take much more time than online promotions. Lamb et al. (2009) stated that online or digital promotions proved to be more cost-efficient and effective as compared to the offline promotions. E tailers can use online consumer sales promotion on their websites to attract and stimulate consumers to purchase their products (Percy et al., 2009). There are various kinds of promotion techniques which are being used by various marketers but according to Lamb et al. (2009) the most effective ones which any marketer can implement to get immediate results are free shipping and coupons. Schultz in1998 found that online promotions are itself a big business in United States that generates lot of money every year, e.g. it was found that in 1975, 40 billion coupons were distributed in U.S. which increased to approximately 300 billion in 1995. According to him, in U.S., most of the consumer product companies allocate 75 percent of the marketing budget to their promotion activities. Much of the study is available on the online promotion techniques used in India also but through this paper we have tried to find out various digital …show more content…
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