ABSTRACT
Promotional approaches in retail almost always have somewhat of a ‘shooting with buck-shot’ character. The effects of promotional communication are primarily measured by changes in sales. The idea behind the external promotions was the targeted approach of primary customers with personalised mailings. For the sake of convenience, the external promotion or external communication is often equated to advertising. Social media, comparison sites and review sites on the internet have changed the search process of the consumer. This has also changed the shape of the funnel. The influence of internet based media in the centre of the funnel is so large that the funnel widens rather than narrowing. As with the marketing funnel, the principle with the fish shaped customer journey is that consumers go through various phases before they actually make a purchase. Review marketing is the cheapest way for marketing companies.
