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Constant innovations in technology and the Internet are forcing us to rethink the way we do business. Wise marketers are responding to this change by incorporating interactive elements into their marketing plans. These efforts are yielding stronger customer loyalty, better leads and higher returns on investments. Surely, we can all appreciate the power of the Internet; afterall, we are all buyers and consumers of products and services. The Internet offers us the ability to obtain information at, just, the click of a mouse! This proves the Internet isn’t just a fun tool, anymore, it is an integral part of our buying process. For these reasons and others, to effectively reach our target audiences, we must shift our marketing efforts to become more integrated, interactive and collaborative. Here are several channels to reach such goals, including : • Multi-Channel Integration • Customer Interaction • Customized Marketing Programs • Become a Resource • Rich Media Multi-Channel Integration: Simply put… multi-channel integration is utilizing multiple sales and marketing channels to communicate with customers. When correctly executed, multi-channel integration delivers a unified brand experience, strengthens customers relationships, offers more robust data collection and increases per-customer sales. Let’s say… you are a retailer of specialty baked goods. Over the years, you have relied on a catalog system to obtain orders. What happens when you build an e-commerce site, create a Blog, incorporate Adword searches, issue e-mail newsletters and implement user surveys? While this scenario may not fit everyone reading this article, this example vividly illustrates the important role multi-channel marketing can play. Customer Interaction: Customer interaction can be as simple as polls and surveys in your e-mail newsletter or as complex as special Webcasts and interactive applications. It depends on your goals. Before the Internet, our communication with customers was limited to phone surveys, focus groups and feedback forms. However, the Internet now provides us with a wide-open opportunity for interaction and collaboration. By empowering customers to engage with your company, you develop stronger, more beneficial relationships. In addition, you are able to build more complete behavioral profiles. By implementing such profiles, you can, more accurately, assess your customers unique needs. For example, you could involve your customers in product and marketing development by gathering first-hand feedback on what they need and the methods of information delivery that appeal to them. Customized Marketing Programs: Put your customer interaction to use. Presently, you now have heaps of customer data, including, what motivates and drives specific segments of your customer base. Use this information to create campaigns that speak directly to their needs. Dove executed this perfectly with their recent “Real Beauty” campaign. Through the results of customer and market research, Dove was able to strike an emotional cord through the creation of, both, their “Real Beauty Campaign” and the “Self-Esteem Fund.” The campaign not only successfully utilized customer data, it also extended their interaction by allowing their buyers to get involved – which will continually feed Dove’s marketing efforts. www.campaignforrealbeauty.com. Become a Resource: We live in a world where the answer to any question is only a search away. To reach a world of Google-addicts, you need to make your content, both, relevant and pervasive (do you mean persuasive?). This means shifting your delivery of content to accommodate multiple channels of distribution. If you haven’t already, think about creating a corporate Blog, audio Podcasts and online events. Look into speaking at relevant online seminars or becoming a guest writer on an industry website. The idea is to get your company as much visibility as possible. Rich Media: Call it the wave of the future. Rich media is not only here to stay… it’s here to grow! Rich media involves engaging elements such as Flash, animation and video. If studies are correct, 46 percent of internet users watch an online video ad, at least, once a month. 2 As such, it is estimated that $15.6 billion1 will be spent on interactive marketing, this year. Consumers who are viewing online video ads are taking action, including checking out providers website. They are, also, frequent consumers of multiple media – think multi-channel integration. Conveniently, video can be delivered through strategic online ad placements (video banners), in-site presentations and Webcasts, to name a few. Though developing video still manages to be an obstacle, more and more low-cost solutions are becoming available. Maybe you should Google it, too!
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About the Author: Curtis Robinson is co-founder and COO of Katch Media, an online event and rich media provider, based in Atlanta, Georgia. www.katchmedia.com 1 Source: IC Group, “Interactive Marketing: Heating up Consumer Relationships”, February 2006 2 Source: online-publishers.org, “Online Video Study”, March 2006
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