Groupon had to adapt the personal selling component of the promotion mix. Why is it sometimes necessary for businesses to adapt the promotion mix?
Promotional mix is one component of the marketing mix (4Ps) that is used to engage with the audience by applying right channels of communication.
Target audience possesses different preferences and exhibit trends where they used to go for review of the product and services. Further, the consumers also change their buying behavior under the influence of different factors over a period of time. Hence, it makes necessary for the organization to change its promotional mix or adapt it as per the changing preferences, trends, avenues of engagement as well as changing buying behavior. For example, now more people search and read about product using the Google search engines. It means that the company has to adapt their promotional mix and give special attention to be on top in Google search results. It is the reason why Google Adwords, became very popular. On a similar note, people spend time on social media such as Facebook. Now, companies build communication through Facebook marketing or LinkedIn marketing. It shows the adaptability in the promotional mix with the changing behaviors of the target audience.
Further, on the basis of geographical area and prevalent cultural dominance, people follow different methods of communication that may be different to what the company is using in other target markets. It is also one of the reasons for adaptability of the promotional mix.