Internet has developed massively in both its applications and number of users due to its distinctive features of elasticity, interactivity, and personalization. It has been a very useful tool for announcement, showbiz, instruction, and electronic trade. The innovatory change brought out by information technology has an important impact on the daily survives. It has changed the way we do business by allowing retailers to offer limitless range of products and services to all clients from around the world at any point in time.The Internet has appeared as an advertising medium. Numerous companies have bowed to the Internet to advertise their products and services; and the Internet is considered to be the most significant direct marketing channel for the global marketplace. Companies are bucketing billions of dollars into Internet advertising to attain greater return on investment on ads. The Internet has given user more regulators in accessing information on products and services. There are numerous factors that subsidize to users pull for online content—users are the one who decide when, where, what, and how much commercial content they wish to view. The Internet allows users to access a limitless range of products and services from companies around the world, and it has reduced the time and effort they spend on shopping. Users play a much more active role in searching for information online with some goal in mind, and that goal can encourage individual behaviors and responses to online information and advertisements. With the fast progression in the computer industry, many companies have made the Internet as part of their advertising media to take advantage of the online technologies. The Internet has become a popular advertising platform because marketers found that the Internet possess greater elasticity and control over the advertising materials. Since the Internet can be used as an effective marketing to communication tool, both specialists and experts are interested in understanding how to take full advantage and maximizing the value of this communication medium. Users within Kenya have been largely exposed to the traditional advertising forms as the main media used by advertisers to provide information. However, over the years marketing strategies have evolved with technology leading to the internet creating unique prospects for digital marketers to connect with customers to create an immersive connected digital atmosphere, stimulate and drive purchases, fuel new growth and create new market share. The growth of internet marketing is both globally and locally overtaking traditional advertising. While outdoor marketing is also experiencing rapid growth but it is not growing as rapidly as Internet marketing.
The Concept of Promotion
Promotion is the element of a company’s marketing scheme that includes delivery of messages to target customers that highlights the benefits of your brand, products and services. A few common communication tools such as advertising are used in a publicity plan. Goals of advertising include building brand awareness, creating auspicious brand attitudes, gaining market share, inducing buying, building loyalty and growing sales. To touch its advertising goals, a company develops an effective promotional mix, which is a combination of strategies including advertising, personal selling, sales promotion, direct marketing and public relations through a cost effective allocation of resources. In large companies, usually the marketing departments have many roles. It defines the promotional mix, establishes the budget, allocates resources, coordinates the campaign, supervises any outside resources, and measures the results. Manufacturers usually develop a promotional mix for each segment of the distribution channel. To endorse a product to large retailers that sell its products, a manufacturer may want to use a mix of personal selling, advertising, and buying discounts. This is known as the push policy. The same manufacturer may use a different promotional mix of local and national advertising, in-store displays, sales promotion, and public relations to reach users. The pull policy directs promotions towards the users. It is used to create users interest and demand. This study focuses on promotion as one of the strategies in the promotional mix used by companies. Marketing is the communication relayed from companies to influence an audience to purchase their products. This communication is usually through various forms of paid media such as TV and radio ads, print ads, billboards ads and more recently, product placements, social media and online ads. Ads are placed where advertisers believe they will reach the largest and most relevant users.