What is Interactive Marketing? The refined form of pull marketing that brings consumers to brand through conversations, interactions and electronic word of mouth It gives the consumer the ability to craft and control the message Much more creative than traditional marketing It builds real relationships with consumers that provide the brand with insights and understanding of how a product is used We rely more on TECHNOGRAPHICS than demographics
Technographic Segmentation Traditionally market researchers focused on various demographic, psychographic, and lifestyle schemes to categorize and describe similar clusters of consumers as target markets As information and communication technologies emerged as a central focus and defining force in a wide range of occupations and lifestyles, market researchers realized the need for a segmentation scheme based on the role that technology plays in consumers lives Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies.
Conversations Start With People THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
The Truth About Interactive Marketing It’s not about you, it’s about your audience Strategy must be based on customer behavior The focal point needs to be consumer insight – How can you add value or create a more engaged audience? This is about building a REAL relationship with your customers; customers want credibility
The 4 P’s Have Evolved! Permission enables Proximity is more Perception – Participation – marketers to begin about enabling big Understand the Embrace the idea the dialog with ideas that have vantage point of the that your customers consumers as a scalability at the customer and and prospective true, voluntary local level. understand our customers are relationship perception may not engaged in be 100% accurate conversation that affects you.
Consumers Control The Message Blog PodCast Conversation Video Collaboration
I have a problem I need to solve I want to be better looking I can save the environment I want to be more I need to impress my boss efficient I want to smile I need to I want to know more laugh I want to be entertained I want to be more popular I wish I could do more to help people I want to make my friends laugh
The New Rules of Engagement One‐way communication Brand is dialogue Brand recall is holy grail Customers determine brand value Group customers by demographics Group customers by behavior Content controlled by marketers Enterprise + user‐generated content Virality driven by flash Virality based on content Michelin Guide: expert reviews Amazon: user reviews Publishers control channels Publishers build relationships Top‐down strategy Bottom‐up strategy Information hierarchy Information on demand Emphasis on cost – CPM Invest for growth – Measurable ROI
Leveraging Interactive Media In Marketing Brand Building Lead Generation Research and Development Product or Service Launch Customer Retention Partner and Channel Communications Thought Leadership Internal Communications Media Relations Crisis Management
What Do I Mean When I Say Interactive Marketing?
Search Engine Marketing Paid Search Contextual Advertising Search Engine Optimization Display Advertising Some facts: SEM is the fastest growing form of online marketing 89% of US Internet Users 63% of consumers first look to the internet 82% say search is the most commonly used tool 41% use geographic modifiers 82% of local searchers follow‐up with in‐store visits, phone calls or purchase
Search Engine Optimization Google Algorithm Google Instant Google Places Increased focus on SEO can begin to decrease or eliminate the need for PPC
Search – Leveling the playing field SEO +29% Higher Return PPC
Display/Banner Advertising CPM (Cost per Thousand Impressions) CPC (Cost per Click) CPA (Cost per Action/Acquisition) CPL (Cost per Lead) Rich Media Mobile Behavioral Targeting
Changing Role of Marketers It’s not about talking at customers and prospects
Changing Role of Marketers It’s about creating & engaging with communities
The Social Technographics Ladder Creators Publish a blog Publish your own Web pages Creators 18% Upload video you created Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else’s blog Critics 25% Contribute to online forums Contribute to/edit articles in a wiki Collectors Use RSS feeds 12% Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Maintain profile on a social networking site Joiners 25% Visit social networking sites Read blogs Spectators Watch video from other users Spectators 48% Listen to podcasts Read online forums Read customer ratings/reviews Inactives Inactives None of the above 44% Groups include people participating in at least one of the activities monthly.
Understand All The Objectives ADVOCACY AWARENESS By always adding value, Find your target audience your customers will become advocates of your Make them aware of your brand products and services They will pass the word and start the cycle over with others RETENTION By always adding ENGAGEMENT value and more relevance to each Now they know…but do individual, they care? customers will come to you, not your Entice the target’s desire competitors to learn more SEGMENTATION With new data, bucket ACQUISITION customers into different groups You’ve engaged your target, Provide more targeted, relevant they’re willing to exchange communications data, make a purchase, etc.
Listening Learning from what your customers are saying
Talking Two‐way conversation, not just shouting
Energizing Helping your best customers to recruit others
Supporting Enabling your customers to support each other
Embracing Involving customers in your product development
Tools used to accomplish objectives Corporate Typical Appropriate function groundswell objective social applications Listening — gaining insights • Private communities Research from listening to customers • Brand monitoring • Blogs Talking — using conversations • Communities Marketing with customers to promote • Social networking sites products or services • Video or user-generated sites Energizing — identifying • Brand ambassador programs Sales enthusiastic customers and using • Communities them to persuade others • Embeddable “widgets” Supporting — making it • Support forums Support possible for customers to help • Wikis each other Embracing — turning customers • Innovation communities Development into a resource for innovation • “Suggestion boxes”
Manage Expectations Make sure that your organization understands there are no overnight successes To become a viral brand requires a great idea, make sure that you have enough ideas to reject so that you get the great one Attempts to find superficial social success leads brands to create a presence that doesn’t fit brand personality or inappropriate campaigns in the hope that they go viral Don’t be greedy Just because you have thousands of followers or friends, doesn’t mean that they all have something valuable to say Measure. Review. Revise. Getting social media right requires regular review to gauge what works and what doesn’t Once you know what works, revise your social media strategy to achieve results long‐term
Why Do Brands Fail In Social Media? Individuals within the organization work independently of others as what we call silos Organizations fail to do any research or planning to understand what social media is and how it operates Too many organizations believe that social media is about just listening to what others say, rather than being part of the discussion They fail to devise a message for the media making their social media experience seem like an one‐off experiment They don’t take the time to build the strategy to succeed assuring that they will fail