The company can make use of e-commerce based shopping portals on the internet through which customers can view, select and make purchases for the products. Through this the company can make use of evolutionary internet technology based online interaction and communication technology combined with specialized software for customization of products online to sell the products to the customers through a differentiated channel.
The promotion element of the marketing mix highlights the methods used to communicate about the product and service with the consumer and creating awareness for them. While traditionally the mass communication media of TV, Radio, Print as well as bill boards, point of sale and outdoor advertising were used by companies to promote their products and services. However the availability of the internet technology has enabled the companies to specifically target their customer segments with customized promotion and marketing campaigns. The use of such promotion strategies can reflect the customer centric orientation of the company and its innovative technology focus expressed in its organizational strategy.