2. INTERACTIVE MARKETING
Interactive Marketing refers to the evolving trend in
marketing whereby marketing has moved from a
transaction-based effort to a conversation .Interactive
marketing is not synonymous with online 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.
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3. HOW INTERACTIVE MARKETING IS
DIFFERENT FROM TRADITIONAL
MARKETING
The field of marketing has undergone a sea change over the
years. From catchy radio jingles to creative television ads,
newspaper ads, pamphlets to newer techniques of blogging,
social media marketing etc, we have come a long way
The key difference between interactive marketing and
traditional marketing are as follows:
Push vs. pull marketing strategy: -Traditional marketing
strategies were based on a “push” methodology where
managers were literally pushing the products onto the
customers. On the other hand, interactive marketing acts on
“pull methodology, where the power of selection lies with the
customers.
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5. In today’s world, the customer is king, and it is the
responsibility of the business owners to cater to the whims
and fancies of their clients. Interactive marketing is able to
handle this aspect better.
Rather than depending on surveys and sample data that was
used for creating traditional marketing strategy, an interactive
marketing strategy could be defined by keeping in mind real
time input from the clients. Spontaneous opinion of the users
could help in better formulation of marketing strategy. More
interaction with customers: – Before making a purchase,
today’s customers can get complete information about a
product from different blogs, client testimonials, and product
reviews thanks to interactive marketing
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6. NEXT-GENERATION MARKETING
STRATEGIES IN INDIA
Social Marketing
Viral and Buzz marketing
Mobile marketing
Blue ocean strategy
Green Marketing
Ambush marketing
Permission marketing
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7. Social Marketing: Social marketing is a process for
influencing human behaviour on a large scale, using
marketing principles for the purpose of societal
benefit rather than for commercial profit.
Viral and Buzz marketing: Any strategy that
encourages individuals to pass on marketing message
to others, creating the potential for rapid
multiplication to explode the message to thousands,
to millions. Buzz marketing is a viral marketing
technique that attempts to make each encounter with
a consumer appears to be a unique, spontaneous
personal exchange of information.
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8. Mobile marketing: Mobile Marketing is a set of
practices that enables organizations to communicate
and engage with their audience in an interactive and
relevant manner through any mobile device or
network.
Blue ocean strategy: A blue ocean is created when a
company achieves value innovation that creates value
simultaneously for both the buyer and the company.
The innovation (in product, service, or delivery) must
create value for the market, while eliminating features
or services that are less valued by future market.
Green Marketing: Green marketing is the marketing
of products that are presumed to be environmentally
safe so that the customers value the product.
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9. Ambush marketing: Ambush marketing is as
undeniably effective as it is damaging, attracting
consumers at the expense of competitors, all the while
undermining an event’s integrity and, most importantly,
its ability to attract future sponsors.
Permission marketing: Permission marketing is an
approach to selling goods and services in which a
customer explicitly agrees in advance to receive
marketing information
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10. A successful interactive marketing strategy converts
consumers from reader to buyer. In sales and marketing
terms, this is called a "sales conversion." Unlike traditional
television and radio ads, an interactive marketing technique
gives the audience an opportunity to make a purchase on-
the-spot.
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