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RISING WOMEN EXPERT
ADVICE...
What exactly is meant by
the term “Interactive Marketing”?
We all hear the term “Interactive Marketing” in our business life, and if we
want to succeed, we need to develop “Interactive Marketing Strategies”.
However, just as you have asked, how many of us actually understand the term
“Interactive Marketing”?
Put simply, Interactive Marketing is the ability to address the customer,
remember what the customer says, and address the customer again in a way
that illustrates what we remember about them, what they purchased and what
their needs are. Put even more simply, Interactive Marketing is
authentically building relationships with your customers.
On the contrary, to much popular belief among small and medium businesses,
Interactive Marketing is not online marketing. However, interactive
marketing processes are made possible and easier thanks to the internet and
technology. We now have an easier method for storing and retrieving our
customer’s information; not to mention communicating has become effortless,
personalized and in real time. A great example of a company who has
successfully mastered Interactive Marketing (and ahead of its time) is
Amazon. When we are looking for a book to purchase through Amazon, we can
record our preferences. Matches and our previous purchases are then
displayed onscreen for our easy reference!
So, I hear you asking to yourself: “But I have a great product/service that
is a little different to anything on the market. Do we no longer market our
products by promoting its unique selling point (USP)?” The short answer is:
Yes, no longer! When a business uses the traditional form of marketing
(promoting the USP), they are effectively pushing the consumer into the
inactive and passive zone. The business does not address the consumer’s need
directly and is not identifying or building a relationship with the
consumer. In today’s world, every other brand has all the features offered
by its competitor; just think of cell phones, running shoes and even milk.
So you need to ask yourself exactly how your product is different to your
competitors with regards to the needs/wants of your customers, not just the
features. All the answers point towards Interactive Marketing.
Traditional marketing is still used in Interactive Marketing Strategies,
only a little more strategically and creatively. Interactive thinking needs
to be at the heart of all marketing strategies and interactive channels at
the heart of all marketing.
Renee Clydesdale of Impressions By Renee |
