It is a marketing strategy that relies on offering free gifts to customers or the target audience as a means of attracting attention, promoting the brand, and increasing sales. This type of marketing aims to motivate customers to try goods or services and build a positive relationship with them.

Characteristics of gift marketing
1. Offering free gifts: Free products or services are offered as part of a marketing campaign.
2. Stimulating interaction: Encourages participation and interaction through offers and gifts.
3. Promotional strategy: Aims to increase brand awareness and boost sales.
4. Specific conditions: Gifts may be conditional on purchasing a product, subscribing to a service, or participating in a contest.

Benefits of gift marketing
1. Attracting attention: Gifts attract customers' attention and increase their interest in the brand.
2. Enhancing loyalty: Free gifts contribute to building customer loyalty and strengthening the relationship with them.
3. Stimulating purchase: Gifts can encourage customers to purchase other products or services.
4. Increasing interaction: Gifts enhance interaction with the brand through social media and participation in campaigns.

Advantages of gift marketing
1. High appeal: Gifts attract customers' attention and make the offer more attractive.
2. Positive impact on the brand: They contribute to building a positive image and enhancing the brand's reputation.
3. Increase awareness: Gifts help in indirectly identifying the brand and its products.
4. Enhance the experience: They provide a positive experience for customers that enhances their satisfaction and makes them more likely to return.

Disadvantages of gift marketing
1. High costs: Offering gifts may require a large budget, especially if the number is large.
2. Increased expectations: Customers may expect to receive gifts regularly, making it difficult to maintain the continuity of the campaign.
3. Misuse: Some people may take advantage of gifts without a real intention to buy or interact with the brand.
4. Limited impact: Gift marketing may not have a long-term impact on customer behavior if it is not combined with other marketing strategies. 

Examples of companies using gift marketing
1. Coca-Cola: Offers personalized cups or bottles as part of special marketing campaigns.
2. McDonald's: Uses toys and small gifts for children to attract them.

3. IHOP: Offers free meals as part of its promotions to attract customers.

4. Facebook: Offers free tools to its users as part of its campaigns to promote new features.

Gift marketing is a strategy that uses free gifts to attract attention, strengthen customer relationships, and increase sales. It has the potential to improve brand image and increase engagement, but it can require a large budget and face challenges such as increased expectations and abuse. Companies such as Coca-Cola and McDonald's use this strategy effectively to attract customers and build loyalty.