Benefiting achieves high emotional acceptance
Benefiting is a form of advertising that is mainly used in e-commerce. However, benefiting can also include any advertising in which the addressee derives a direct benefit from advertising. The term is borrowed from English, the verb benefit means to draw a benefit or advantage from something. Benefiting increases the impact of advertising because the additional benefit increases the acceptance of advertising. Therefore, benefiting can be considered when the advertising of a consumer good is associated with an additional benefit. Through this advertising strategy, a significantly higher emotional acceptance for the advertising can be achieved among the addressees.
Product websites provide additional information
For example, many companies create websites that are not aimed exclusively at promoting the company’s own products, but also provide information and tips that go with the product. For example, the consumer goods manufacturer Unilever operates an Internet platform for its Dove brand, on which tips on skin and hair cleansing can be found in addition to the presentation of the individual products. In this case of benefiting, the additional benefit is quite close to the product. Frequently, the additional benefit is only latently linked to the product. Unilever also makes use of this practice when the company provides nutrition tips and lifestyle information or provides an outline of the history of soap. However, the term Benefiting is not used consistently, which is an indication that the concept is not clear enough and is difficult to grasp even by marketers. It results in lack of acceptance of the benefit concept even amidst experts.
Free giveaways benefit companies and customers
According to another view, benefiting is an advertising strategy that tries to convince its addressee with free promotional gifts. In this way, the Internet user receives advertisements and in return can use free online services such as Internet games, downloads or mailing services. While the company receives an environment for its advertising, the addressee accepts the insertion of advertisements for using the free tool. According to this understanding, both the advertiser and the consumer derive an advantage from benefiting. In this case, it is often referred to as a win-win relationship. Benefiting is particularly useful when the product advertising is directly adapted to the target group and has a direct connection with it. If this succeeds, the emotional acceptance of the advertising by the addressees is particularly high and often results in an enormous increase in the level of awareness of the company or the product. However, there is a danger that Benefiting will decouple the advertised product from the resonance of the giveaway. This should be avoided as much as possible.
