All types of marketing share a common goal which highlights the features of a product or service. Interactive marketing is one such effort on the part of marketers.
Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. John Deighton says interactive marketing is the ability to address the customer, remember what the customer says and address the customers in a way that illustrates and remember what the customer has told us. People are emotional, intuitive beings; they would not believe what you as a marketer wants to say, but they would definitely listen to what other people want to say about your product and services. This is what is targeted in the interactive marketing.
In interactive marketing, first the marketer should Engage the consumers. This can be done through online communities or websites, through TV contests and other medium. The next step is Retaining the trust and relationship with the customer. This can be only done by ethical practices and good customer service and relationship. Then Learning is the next step in line. The preference, choice or behaviour of the consumer should be recorded and database should be maintained for the same. This helps understanding the consumer behaviour and in designing the future marketing strategies. The last step is Relate i.e. relate to the consumers needs and requirements, customization and personalized service are used in order to relate to the consumers.
Though internet technology is one of the major communication mode used by marketers for interacting with the customers, interactive marketing can be done using other communication channels like telecommunication or mobile technology, Television, Radio, print media can also be used. Reality shows on leading TV channels in India thrive on interactive responses from viewers through SMS messages. These either enable participation on the shows or decide the winners on the reality programs telecast. Kaun Banega Crorepati 2, the second edition of the Indian equivalent of "Who Wants to be a Millionaire", elicited 1.6 million phone calls/SMSes for the first three episodes telecast on Rupert Murdoch owned Star TV in August 2005. In early 2006, viewers cast as many as 55 million votes through SMS/telephone/internet to decide the winner of a singing contest "Sa Re Ga Ma Pa Challenge 2005" on a TV channel.
Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases. Kelloggs cornflakes SMS-based contest, to promote Iron Shakti ingredient in its cornflakes is another such example. Coca-cola’s interactive SMS promotion to promote Vanilla Coke is again an example of interactive marketing. As is evident from the various examples, across different product categories marketers are treading the interactive path to consumers' hearts and minds. To elicit proper responses to the contests, marketers dole out attractive prizes, such as mobile phones, T-shirts, CDs, vouchers redeemable at department stores, audio systems, TVs, etc.
The future of interactive marketing is very bright in India. The growth in internet penetration and broadband and scope for greater involvement of customers in such programs can only expand the scope for interactive marketing in India. The impressive growth rates clocked over the past year are likely to slow down, as the base increases. However, a promising future on the anvil for interactive marketers in India is not in doubt whatsoever, as estimates predict that by 2010, India is slated to have the third largest mobile and internet user base worldwide.
Contributed by: Ashwini Mavuri
2 comments:
I had read an article in Economic Times on Interactive Marketing 3 months back. Thought of sharing some more examples on interactive marketing with you all that we might have been aware of.
India's largest watchmaker Titan tied up with Radio One for a week, renaming the station Fast Track 94.3 FM, for their brand's 'Move on' campaign. Listeners were asked to come up with different ways to use the tagline, generating over 5,000 SMSes and 3,000 calls.
Pepsi tapped into the consumer's sentiment with its 'Fight For Your Flavour' campaign for its Frito-Lay snack brand that allowed consumers to choose which flavour stays in the market. Frito-Lay saw double-digit growth and an increase in brand relevance on the back of the market-energizing innovations.
In the 'Chala Change Ka Chakkar' contest, for instance, contestants went beyond just meeting and greeting stars to swapping their lives for a day with Frito-Lay's brand ambassadors.
Intel Centrino reached out to one-lakh consumers through its experiential 'Max Your Moves' campaign, which was across 25 cities. It targeted touch points by shooting a music video of the consumer, using the product to multiply grooves and roll out a CD on the spot. Within minutes, Intel gave them a filmmaker and star's experience.
Nice examples Ronny. Just recently, Airbus organized an engineering design contest for students and Google does the same. Its a great way of striking a chord with the future consumer by targeting students. The range and scope of interactive marketing strategies can be huge, and that is what makes it all exciting. The article makes a very good read.
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