In such a consumer-driven market place, there is one aspect of promotional marketing that will continue to drive attention - publicity.
Business owners must be able to gain attention, drive continuous interest and involve their audience on social media, in order to grow and develop their business within today's community (online). Similar to public figures, businesses should maintain these integral mechanisms iin order to communicate effectively. The essence of this multifaceted mechanism comes derives promotional marketing from its original purpose - to promote the business. However, as mentioned above, publicity has continued to remain versatile with people's emotions over the changing marketplace.
What does this mean fro businesses?
Businesses (similar to previous decades) have the ability to drive attention from negative or socially UNacceptable topics that currently contradict our world, only gaining disposable attention. This form of attention-seeking diversification within promotional marketing serves as an ideal platform to share ideas and views with your business's customers who would expect these ideas.
For instance, one of my clients is a clothing retailer and their business thrives on local support and local business within this specific regional area. Roughly 3 years ago when a cotton was in high demand from global markets, a large amount of local retailers found it extraordinarily difficult to match global competition, forcing these life-long firms out of business. To assist in stopping this, this specific small business offered customers discounts for locally made garments which would serve as a voice for local agricultural firms. These offers continued and eventually built enough support across the country whereas numerous bigger clothing retailers commenced selling these Australian-made garments...
It can be assumed that without the majority of support from the customer base this business would have backfired, only creating a negative effect for domestic businesses.
Businesses can afford to take the intrapreneurial risks with these strategic promotional marketing tactics that the majority of firms would not dare to make. When customers feel connected to a business and both B2C relationship parties have respect for one another, that is when the business can maintain interest and attentive customers from negative publicity campaigns. Just to set one thing clear however, the business MUST choose their timing very carefully.