Introduction to Interactive Marketing
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This is the first lecture of the Interactive Global & Regional Marketing course that I am teaching. this lecture provides the foundation for the course, medias, platforms and how to succeed.
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Introduction to Interactive Marketing
- 18. Top 10 Questions How do I measure interactive media ROI? What are the interactive media best practices? How do I best manages my time with interactive media? How do I reach my target markets with interactive media? How do I generate traffic and leads using interactive media? How do I implement interactive media tactics? What are the latest interactive media trends? How do I integrate my interactive media activities? How do I evaluate the advantages and disadvantages of each platform?
- 20. Why Are Consumers Loyal To Brands? They Enjoy The Customer Experience They Trust The Brand And What It Stands For They Can ENGAGE With The Brand On All Levels and Know They Will Have The Same Consistent Conversation They Buy Into The Lifestyle and Associations The Brand Offers
- 25. Challenges for Interactive Marketing Companies have to overcome their “fear” How do you learn to let go and give control back to the consumer Reinvent Public Relations Is the risk worth the reward?
- 26. Challenges for Interactive Marketing Companies have to overcome their “fear” How do you learn to let go and give control back to the consumer Reinvent Public Relations Is the risk worth the reward? This is a different kind of marketing Stop Thinking Channel Objectives Need to Come First It’s So Much More Than Marketing
- 27. Challenges for Interactive Marketing It Starts With The Community Inside Bring The Community To The Business Socializing Success is The Key To Success Watch Out for Company ADD (Attention Deficit Disorder) They can tell if your “family” is dysfunctional
- 28. Challenges for Interactive Marketing It Starts With The Community Inside Bring The Community To The Business Socializing Success is The Key To Success Watch Out for Company ADD (Attention Deficit Disorder) They can tell if your “family” is dysfunctional Social Media Evangelists Are Over Zealous Interactive Media is part of the World Wide Echo Chamber Don’t Follow the “Shiny Object” Bring Brands In Baby Steps Do Everything Possible to Prevent Culture Shock
- 29. Challenges for Interactive Marketing Consumers Are Suffering From Fatigue They Are Bombarded In All Directions with Marketing Messages It’s A Competition for Consumer Attention Companies Can Afford to Be Picky But Phony Never Flies
- 30. Things You Know…. Consumers Are CO‐SHAPING Your Reputation Every Day Exactly Where Conversations Are Happening, Who Has The Influence and Why What Types of Interactive Media is Preferred By Your Consumers That Leaders Will Identify Issues Before They Become Problem That 1% of the Consumers Time Is Spent Purchasing the Product That The Media Has Already Changed That Consumers Want To Do Three Things to Help Each Other That Ethical Behavior Is Key To Maintaining Trust How to Leverage The World’s Largest OS – The Web – Internally That You Are Either An Active Part of the Changing World As An Influencer
- 58. Executive Trust
- 59. Executive Usage
- 63. 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
- 67. Getting The Process Right Plan Your Strategy Choose The Right Channels Know Your Customer Schedule A “Social Time” Provide Value Manage Expectations
- 68. Devise The Strategy Outline goals & steps to meet objectives Integrate into existing marketing activities Delegate, Decide, Choose, Review Keep it simple Define what gets shared, when & how Do a social media audit to determine who in your company is using social medias Develop a process to get the information through to your customers Have a measurement strategy Can’t improve if you can’t measure Use it to introduce/reinforce messages while pushing customers to another profile or website
- 70. Devise The Strategy Multimedia Usage Photos – A picture is worth a thousand words Video – Best for how to and complex explanations Integrate your offline and online activities Use social media to extend your offline marketing activities Adapt your message FAIL ‐> Same message, multiple platforms SUCCESS ‐> Multiple messages, multiple platforms Localized Social Networks Contests & Discounts Generate sharing & viral activity Give something back to your community
- 72. Know Your Customer Understand who your customer is Join customers where they are rather than hoping they find you Form relationships based on “social glue” that build online relationships Build “socialgraphics” to understand how your customers are using social technologies Don’t be afraid to “own up” to customers when your brands make a mistake or responding to criticisms
- 74. Schedule A “Social Time” Know when your customers are online to better interact with them Monitor conversations, join discussions & send out new messages Respond directly to messages, questions & comments Ask for opinions from your community to make them feel more valuable Create a voice & style sheet so that everyone that interacts from your brand platform speaks the same language Be a reliable friend by being active & participate in all conversations related to your brand or expertise
- 76. Provide Value There must be a value to the interactions for the community If you just broadcast messages about your product and strengths, you are still operating in a one‐way mode Establish your voice by becoming an expert through advice & information Tap into emotional equity – people love brands, let them talk about them Offer special rewards & deals to your online community Start a program for your most vocal advocates and best social customers Provide a reason for the community to stay and get involved in the discussions
- 78. 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