INTERACTIVE/ INTERNET MARKETING

What is Interactive Marketing ?John Deighton- Interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.Wikipedia - Interactive marketing clarifies that this function is not synonymous with web marketing even though interactive marketing processes are facilitated by web technologies.

Forms of Interactive MarketingSocial networks

Its possible to create clusters of customers based on their preferences for a certain product, celebrity, cause and then send them messages propagating your brand.Great way to keep your brand current.Customers can follow your posts.Real time updatesCustomers can provide feedback

Email Marketing

This is probably the easiest and probably the best form of interactive marketing that businesses can leverage to best effect and in a short period of time. Sending emails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business. Sending emails with the purpose of acquiring new customers or convincing old customers to buy something immediately. Adding advertisements in emails sent by other companies to their customers.

Website visits

Amazon does a great job of capturing the preferences of customers including their browsing history and showcasing products that match those preferences.

Search Engine Marketing

This involves everything from optimizing a site so that it shows up higher in search results, to placing targeted ads on the sides of results pages.

Mobile marketing Another interesting way to get interactive with your customer is perhaps SMS a product promotion. If a customer responds, you have a hot lead .

Toll Free consumer help lines

Blogging

Fun, short form blog posts keep customers informed about new products, special deals, and the culture behind a brand.Widgets

Simple downloadable tools that are branded are a great way to create additional value for that brand. Eg : weather ,clock widgets Applications

Affiliate marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. Affiliate Marketing

Amazon Associates Program

Interactive vs Internet MarketingInteractive marketing is not synonymous with internet marketing, although interactive marketing processes are facilitated by internet technology. The ability to remember what the customer has said is made easier when we can collect customer information online and we can communicate with our customer more easily using the speed of the internet.

Interactive Marketing Best Practices:

Multimedia Use multiple different kinds of media from pictures, to text, to video, to gamesPersonalization Make the ad experience unique to each user.Opt-In Respect customer's privacy by only contacting them if they sign up for a programInclude A Compelling Offer Use the targeting abilities of online advertising to offer customers special deals or offers.Make It Immersive The more deeply a customer engages with advertising the more likely they are to buy a product. Use online tools to make marketing messages as engaging as possible.Effective ROI Use any tool that has been shown to deliver a high return on investment .Viral Sharing Make marketing messages easy to share and transmit through the web.

Why consumers shop and buy online

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Nike iD What is a choiceboard?

A choiceboard is an interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options.

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