Are all of your customers and prospects identical? Of course not. Then stop generalizing your marketing and talk to them as individuals!
Interactive Marketing is the ability to have ever more personalized conversations with your prospects and customers, as you learn their wants and needs. It employs a combination of traditional marketing methods and on-line methods.
Interactive Marketing is the ability to have ever more personalized conversations with your prospects and customers, as you learn their wants and needs. It employs a combination of traditional marketing methods and on-line methods.
Try on the Young's Communications Interactive Marketing/Fishing model for size. You start with a lure and a hook to build awareness and pique interest in your offering. Then, once they're on your line, you reel your prospect in very gradually and carefully with one-to-one communications. Then, if you have executed flawlessly, out comes the net and wham-o! They are yours! See the new YCIM/F Model below:
The lure:
Get your message out! Whether it is by traditional or electronic marketing means. Who are you? What do you sell? Why are you great? Why do I care?
The hook:
Give them a reason to opt-in via a website, personalized url, e-mail, snail mail, or text back a special code, or all of the above. They're not ready to buy, so why should they talk to you? Will your prospect gain access to a special affinity group, receive an informative newsletter or e-newsletter, get a free promotional item, get 10% off something?
The Line:
Now, you've got them where you want them and can begin your real one-to-one marketing efforts. You know what they like, which channel to use to communicate, what type of offers will motivate them. With each communication, you learn a bit more, and your prospect enjoys being a part of the community you have created. Slowly, slowly, you reel them in... Then the net comes out...
The Net:
... and boom! The net is down. They buy your product or service via the Web, a face-to-face sale, an SMS text. They're all yours! And, of course, the transaction data from the sale feeds right back into your database. One more piece of information to inform your next interactive marketing communication.
Is your company ready to build an interactive marketing strategy that works? Call us today at 860-347-8567 or drop us a line: E-Mail
