Effect of Digital Marketing Promotional Offers On Facebook

A few decades ago, the telephone directory was the only way to find out the address/ phone number of a particular company. As social networking websites have become a strong part of our daily lives, people have begun to expect their favourite brands to be accessible on the most popular social networking websites. This includes favourite eating joints and hotels, as well as airlines, fashion houses, shopping malls and so on.

If you are a digital marketing specialist, you'll know that it is no longer enough to simply have a social networking profile. More than interacting with a brand, customers are increasingly looking forward to digital marketing special offers, promotions and giveaways. According to a recent digital marketing survey, a majority of people who become a fan of a brand on Facebook, both expect and wish to receive special offers from the brand.

Recently, Ad Age and Ipsos Observer conducted a digital marketing survey of 1,000 participants regarding their digital consumption habits. According to this survey, 65 percent of those polled want the brands they have 'fanned' to offer coupons. If you compare this figure to the percentage of participants who said they wanted better customer service (about 42 percent), you will get a clearer picture of how important it is to offer consumers discounts and special offers.

The above survey conducted by Ad Age certainly indicates that there is a demand for promotional offers on social networking websites. However, you may be wondering if such digital marketing activities are effective in practice, and do they really result in an improvement in sales or engagement. While there is no scientifically conducted study to prove it, there is sufficient anecdotal evidence that indicates that they do.

Campaign by Healthy Choice

Healthy Choice is a US based company that sells frozen meals, soups, breads and fresh mixers. On its Facebook advertising platform, Healthy Choice targeted keywords around the phrase 'healthy eating'. It also created a digital marketing promotion that exploited the viral nature of sharing information on social networking websites. This promotion consisted of a coupon, which increased in value, as more people clicked the 'like' button on the page, and signed-up to receive the deal.

This digital marketing campaign resulted in the explosion of Facebook fans for Healthy Choice, from a modest 6,800 to over 60,000. On visiting their fan page, we can see that they have gained approximately 10,000 additional connections since then. According to a study conducted by Facebook at that time, the fan page of Healthy Choice witnessed three times more user engagement after the offer was announced, than before. Also, as the offer required people to enter their email address to sign-up for the coupon, Healthy Choice was able to get a huge amount of contacts for their digital marketing mailing list.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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