Customers are becoming more
and more powerful with the advances of technology. They have the access to
interact with the companies in the decision making process, especially when it
relates to the marketing campaign and to designing the product features. And
that is why; marketing trend is also shifting from the transaction-based old model
to the new conversation-based model, which we refer to as the interactive
marketing. Interactive marketing is the
way of collecting the valued information from the customers through one to one
conversation and then including their thoughts in the marketing campaign.
Professor John A. Deighton of Harvard Business School defines interactive marketing as “the ability to address an individual and the ability to gather and remember the response of that individual” which leading to “the ability to address the individual once more in a way that takes into account his or her unique response.” He argues that interactive marketing and online marketing are not synonymous. Internet technology, especially the web2.0, can largely facilitate interactive marketing.
Interactive marketing model
is different from that of traditional marketing. Traditional marketing is
assumption based; the marketing executives analyze the market on the basis of
present and past trends and then predict what marketing campaign will suit
their products or services best. Also they develop different themes for
different geographic locations, age groups, cultures, and even the religions. All of their themes are based on the
assumptions they make. Then, they measure the success rate. If everything goes
well, they continue with it, otherwise change.
On the other hand, while
using interactive marketing, marketing executives never develop any theme
merely based on assumptions. Rather, they directly communicate with the customers;
encourage them to share their feelings, consumptions experiences, technical
difficulties they face; ask for suggestions about what features should they
include; and so many factors. Accordingly the marketers make necessary changes
to their marketing campaign as well as to the product features. When customers
find that their recommendations have been adopted by the marketer, they feel
very happy; when they can share their thoughts with the producer, i.e.
marketer, they feel honor. Chances are there that they might become loyal to
the company. Amazon.com
is one of the leading companies that using interactive marketing. They always keep
records of the customer feedback.
The
benefits interactive marketing:
When you use the
interactive marketing model, you regularly connect with your customers. This is
the great opportunity to build a customer database. You can use this database
to tailor your future products or services to those customers. When you respond
to your customers’ queries, and design your product according to their
recommendations, they become loyal to you and to your product. It is a proven
notion that loyal customers make repeated purchases from the company to which
they are loyal.
The
ways you can use:
Technology has made it easy
for the marketers to adopt the interactive marketing model. Social
medial marketing is one of the popular ways you can use. Cell phone has
become so popular these days that you cannot ignore mobile marketing. Blogging
is another way you can use; this is also interactive. Not that the internet is the
only way of utilizing the model. If you operate a local business, you too can
utilize interactive marketing. Community radio is a great option for you. Sponsor
a special event there; encourage your customers to share their views with you
or with the radio jockey.
As a marketer, you know
customer is the king. If you ignore their preferences; don’t listen to them; don’t
include the value they search for, there is a great possibility that you might
fail. Listen to them carefully and reshuffle your marketing strategy accordingly.
Please share your views
below. I will appreciate your effort to add value to my post.
I think that what you say is what is often forgotten. So many companies focus on the wrong thing and ignore what the customer actually wants.
ReplyDeleteThank you Andy!
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ReplyDeleteyour blog content is incredible it is really superb...
ReplyDeleteInteractive marketing model is different from that
of traditional marketing. Traditional marketing is
assumption based; the marketing executives
analyze the market on the basis of present and
past trends and then predict what marketing
campaign will suit their products or services best.
Also they develop different themes for different
geographic locations, age groups, cultures, and
even the religions. All of their themes are based
on the assumptions they make.
You deserve appreciation for the stroll through such a remarkable
digital marketing