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Abstract
In this article, the authors set out to analyse the influence of promotion policy on sales in eMag, a major Romanian online sales platform. The research is quantitative and the instrument used was the questionnaire. It was applied to a sample of 119 respondents. The results of the research showed that the main promotion techniques used by eMAG are social media promotion and sales promotion. The research showed that both online and traditional promotion techniques pay off, but social media promotion at eMAG weighed more heavily on the choices of the customers surveyed. The benefit that eMAG has from using these tools is the development of a direct, real-time relationship with its customers.
Keywords: research, promotion techniques, sales
Introduction
In the system of relations with the economic and social environment, with the market, the marketing efforts of enterprises cannot be limited only to the production and distribution of goods and services. They also involve permanent and complex communication with the external environment, with the market, which involves carefully informing potential consumers and intermediaries, and various actions to influence buying and consumption behaviour and support the sales process. All these activities, with very varied objectives and means of action, make up the promotion policy.
Promotional activities are as follows: advertising, sales promotion, public relations, use of brands, promotional events and sales forces. In turn, each component benefits from specific procedures, techniques and means of action (Balaure et al., 2003; Armstrong & Kotler, 2015). Together, these components form the content of a unified promotional policy and are distinguished by the particular way in which they contribute to the achievement of the company's strategic objectives. In particular, eMag's promotion policy uses digital marketing in addition to the traditional promotion described above.
Digital marketing and social media marketing involves the use of digital marketing tools such as websites, social media, mobile ads and apps, online videos, email, blogs and other digital platforms. (Armstrong & Kotler, 2015).
Aim of Research
The purpose of marketing research is predetermined because ultimately marketing research helps marketers learn more about customer requirements, expectations, perceptions and satisfaction levels. This deeper understanding provides a foundation for building a competitive advantage through informed segmentation, targeting, differentiation and positioning decisions. The purpose of this research is...