What is Promotional Marketing?

Promotional marketing is a marketing strategy that aims to increase brand awareness and sales by offering incentives or rewards to customers or potential customers. It involves the use of various promotional tools such as discounts, coupons, contests, sweepstakes, free samples, loyalty programs, and other incentives to attract and retain customers.

The ultimate goal of promotional marketing is to create a positive perception of the brand and its products or services in the minds of the target audience. This is achieved by providing valuable incentives that encourage customers to take action, such as making a purchase or signing up for a loyalty program.

Promotional marketing can be done through various channels, including social media, email marketing, advertising, and public relations. It is an effective way to generate buzz and excitement around a brand or product, increase customer engagement, and ultimately drive sales.

Top Promotional Marketing Trends

Here are some of the top promotional marketing trends that have emerged in recent years:

Influencer Marketing

This involves partnering with social media influencers to promote products or services to their followers. Influencer marketing can be a powerful way to reach a large and engaged audience, especially among younger demographics.


Consumers expect personalized experiences, and this trend extends to promotional marketing. Brands are using data to deliver targeted promotions that are tailored to individual customers’ preferences and behaviours.


Gamification involves incorporating game-like elements into promotional campaigns, such as points, badges, and leaderboards. This can help to increase engagement and motivate customers to act.

Social Responsibility

Brands are increasingly using promotional marketing to promote social and environmental responsibility. For example, campaigns may offer rewards for customers who make eco-friendly choices or donate to charitable causes.

User-Generated Content

User-generated content (UGC) is a powerful way to build brand awareness and engagement. Promotions that encourage customers to create and share their own content can help to amplify a brand’s message and increase reach.

Augmented Reality

Augmented reality (AR) technology is becoming more accessible, and brands are using it to create immersive promotional experiences. AR can help to engage customers and provide a memorable experience.


Chatbots are increasingly being used in promotional marketing to provide personalised recommendations and support to customers. They can help to improve the customer experience and increase engagement.

These are just a few of the top promotional marketing trends that are emerging. As technology continues to evolve, it is likely that we will see even more innovative approaches to promotional marketing in the future.

The role of promotional marketing within the marketing mix

Promotional marketing plays an important role in the marketing mix, which includes four key components: product, price, place, and promotion. Promotion, which encompasses all activities that communicate the value of a product or service to customers, is a critical part of the mix, and promotional marketing is a key aspect of promotion. Here are some of the ways that promotional marketing fits into the marketing mix:

Increases brand awareness

Promotional marketing can help to increase brand awareness by creating buzz and excitement around a brand or product. By offering incentives and rewards, brands can encourage customers to engage with the brand and learn more about its products and services.

Encourages customer engagement

Promotional marketing can help to increase customer engagement by providing opportunities for customers to interact with the brand. For example, by offering contests or sweepstakes, brands can encourage customers to share their experiences and generate user-generated content.

Drives sales

The ultimate goal of promotional marketing is to drive sales by providing incentives that encourage customers to make a purchase. By offering discounts, coupons, or other incentives, brands can create a sense of urgency and encourage customers to take action.

Supports other marketing activities

Promotional marketing can support other marketing activities by reinforcing messaging and creating a consistent brand experience. For example, promotional marketing can be used to drive traffic to a website or social media channel, where customers can learn more about the brand and its products

In summary, promotional marketing is a critical component of the marketing mix, as it helps to increase brand awareness, encourage customer engagement, drive sales, and support other marketing activities. By incorporating promotional marketing into their overall marketing strategy, brands can create a cohesive and effective approach to reaching and engaging with customers.