Interactive marketing - Promotion Tools, Marketing Management Video Lecture | Marketing Management - B Com

thank you for the opportunity to present
to you my vision of interactive
marketing and how it is redefining our
marketing capabilities marketing is
usually defined as the process of
communicating the value of a product or
service to customers so it is very
important to understand the
communication process and current and
future trends of customers media
consumption patterns obviously the way
customers lived their lives including
everything from shopping to
entertainment has significantly changed
in recent years this means the landscape
of our marketing has evolved as well
into a new phase let's have a look at
some of the research done on the main
customer groups 92% of 18 to 34 year old
age group users internet this is the
highest internet penetration rate of any
age group also they watch online video
more often and spent much less time than
other groups with traditional TV the
younger generation are 8 to 17 year old
who probably are our future customers
spends about 7 and 1/2 hours per day on
digital media for example smartphone so
what does it deal with this much time
spent on Internet well social networking
is one of their online hobbies people
now share everything on Facebook and
Twitter
even you live next door I probably
prefer to say happy birthday to you
through Facebook we watch movies and
read books online eighty-nine percent of
consumers search online to help them
make decisions on purchases our mobile
phone has become a mini computer that we
carry wherever we go
so what are the implications are the new
lifestyle consumer I still want to
receive plant value and offers what has
changed is wind at what touch points
they are most open to influence and how
you can interact with them at those
points business must invest into
optimizing interactions and delivering
relevant content in the digital channels
that means business need to invest in
where consumers are actually spending
that time with digital channels and
touch points marketing is not a one-way
but a two-way process now consumers and
prospects are able to participate in the
process of building a brand image or
communication in a certain market a
target group message received in these
channels or touch points is more
effective and consumers have the
capability to compliment or modify the
message to fit his or her perception and
share with their circles so now
customers have all kinds of access to
information about the companies as well
as feedback from other customers with
brands become more defined by actions
and not simply words social network
search engines and mobile device give
our customers even more power so it's
important to adjust the marketing
strategy and goes to optimize customer
interactions and deliver relevant
content a core aspect of this vision is
the adoption of a new proteome unike to
our customers the shift from having to
find customer to pitch the office tree
to managing customer segments with
unique attributes to whom we can provide
relevant of offers messages or
experience
only then we will achieve ongoing
customer dialogue and does customer
engagement
now we probably have a better
understanding of interactive marketing
interactive marketing is the involving
trained wherever marketing has moved
from a transaction based effort to a
conversation which leads to the changes
in underlining approach and
communication philosophy marketing is
more about the ability to gather and
remember the response of an individual
and to address the individuals feedback
interactive dialogue takes place where
both sides pay attention to the other
and the dialogue can be actively heard
by the audience group consumers shift to
digital channels fuse the growth of
interactive marketing Foresters research
has shown that companies will spend 77
million dollars by 2016 on interacting
marketing mobile will take over email
and social media to be the number one
channel so it's such a broad future
ahead organizations need to focus on
bringing marketing to the next level the
to-do list includes to incorporate
content publishing with management
strategy built larger and more effective
web analytics capability Mary web
analytics with customer identification
and continued investment in
infrastructure development and testing
of the latest technologies
it's a challenge to
some from traditional marketing to
interactive marketing a lot of companies
stories isolated standalone campaigns
with a few digital animals here and
there lack of a well-managed capability
fundamentally tribute and end to end in
the active marketing infrastructure
companies into starways goals and
strategies and mapped out the short term
the long term steps to reach the goal
it's important to have a team with
necessary skill sets technology
infrastructure and customer intelligence
are also needed for the adoption of
emerging technologies integration of
these technologies across channels and
significant automation of interactive
programs this is the foundation for
interactive marketing practice without
them there is no customer recognition
targeting capability in search engine
optimization we also need to know the
financial value of the digital
interaction building measurement that is
highly synchronized across China
analytics with web third parties and
customer behavior data integrated will
provide accurate and predictive
analytics and measurement of customer
engagement companies usually have a wide
range of customer touch points and
interactions lot of work is needed to
determine the relative importance of
these touch points synchronize minutes
of customer interactions and coordinate
of messaging across organizations so
that each channel reinforced each other
at each customer interaction point
improvements in web capabilities and
response measurement have created an
explosion of new marketing channels and
a host of new marketing challenges there
will be continued development in
marketing technology and strategy that
can be fused to create competitive
advantage necessary to manage
interactive marketing processes and the
role of digital marketing methods in
organizations so for interactive
marketing only the sky is the limit