An article published on the Inland Press website discusses the pressing need for newspapers to hold online promotions. Newspapers, after all, face stiff rivalry from online news portals and must do whatever is necessary to retain their market share. The article highlights some of the rising trends that online promotions newspapers can capitalize on:
Online promotions present an exciting revenue opportunity for newspapers. Online promotions—such as contests, daily deals, coupons and sweepstakes—go beyond traditional advertising by encouraging measurable consumer engagement and interaction with advertisers with incentives such as entering a contest, “liking” an advertiser on Facebook or purchasing a deal that brings consumers into the advertiser’s store.
The marketing world is experiencing an industry-wide shift from advertising to promotions. The numbers back up this shift. According to Borrell Associates, spending on online promotions is expected to surpass $75 billion by 2016—more than double its current level. Just in deals alone, BIA/Kelsey projects an increase from $873 million in 2011 to $4.2 billion in 2015. This is a major growth opportunity.
Indeed, a newspaper can run contests to promote itself online and engage its target readers. Such activities encourage participants to explore their creativity and in so doing generate additional buzz about the publication. Yet no matter what form an online competition takes, one will no doubt need a comprehensive contest platform to ensure all aspects of the contest are covered.
Among other things, contests need clearly stated official guidelines. In addition, there has to be an orderly system of collecting and arranging entry forms from all participants. A customized contest platform can delineate the contest mechanics and provide equal opportunity for all participants to win.
Integrating a contest into an existing website is a lot harder than it looks. It is crucial for organizers to provide contestants an easy way to submit their entries in keeping with the contest guidelines. To make any online contest work, organizers can turn to competition management experts like Skild who can provide a stable competition platform that simplifies the implementation and monitoring of the promotional activity from start to finish.
(Article Excerpt and Image from Here’s the deal: How newspapers can dominate local online promotions, Inland Press)