What Is Sampling and How to Apply It in Digital Marketing?

Sampling as a tool of classic marketing.

There’s no doubt that consumers love trying new products—especially when they can do so easily, conveniently, and for free. These types of actions are known as sampling, a true classic in marketing strategies. It consists of giving out samples and allowing consumers to try things before they buy. And although it’s one of the oldest tricks in the book, it remains incredibly effective for businesses.

It has been proven that companies offering free samples significantly increase their sales. Some brands have even made free sampling a core part of their customer experience, creating numerous opportunities for people to test their products before committing to a purchase. Naturally, sampling taps into the principle of reciprocity—when people receive something for free, they often feel compelled to “pay it back.”

But sampling goes even further. Ultimately, it doesn’t just work as a way to introduce a product—it also becomes an experience. Sometimes, companies take it a step further and turn the process into something truly memorable.

Sampling as a digital marketing tool

Sampling isn’t just a powerful tool in physical environments or an experience tied exclusively to traditional retail. It has also become a key tactic in e-commerce. The internet has opened the door to sampling and, more importantly, created new opportunities to connect with potential customers and turn them into recipients of product samples they’re interested in and that brands want to send them.

Additionally, in the digital era, sampling offers major advantages. For one, it often requires the consumer to initiate the process themselves, which means the recipient is already genuinely interested in the brand’s products. It’s not like walking through a supermarket and stumbling upon a stand offering a free slice of ham—it involves taking a proactive step to engage with the brand, making the consumer an active participant.

On the other hand, the internet enables much more accurate profiling of the consumer base. Thanks to this, brands can gather valuable insights about who their customers are and what interests them, allowing for much better targeting when deciding which products to send to each individual. This obviously opens up new business opportunities and makes it possible to leverage existing infrastructure more effectively.