Helping promotional marketing agencies, brands and service providers execute promotional activity using digital.

Digital technology has revolutionised promotional marketing.

Today, brand owners can access huge and global audiences at the click of a mouse. But the ease with which one can communicate with the world is the key reason why brand owners must take great care with the detail of their promotions - any flaws in the mechanics can be easily exploited at huge cost to their bottom lines and reputations. Hoover‘s free flights campaign remains a salutary lesson to all promotional marketers.

These guidelines aim to help marketers understand more about the technicalities of online and mobile marketing. They are not meant to replace legal advice or copy clearance; instead, they will help clients ask the experts the right questions, and better understand the answers they get.

We will be updating these guidelines regularly to reflect the fast-paced world of digital and mobile technology, and will include exemplar topical case studies of how digital is being used to promote products, brands and services.

Download the IPM Guidelines