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11
Interactive Marketing:
Ben Guez
Int
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Interactive Marketing
Agenda
Introduction
The Content
Trends and future
Questions
Ben Guez
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1. Introduction
Definition “Interactive marketing is the ability to address the
customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us”
John Deighton
Marketing has moved from a business transaction to a conversation with the consumer. He is empowered, entrusted, and recruited to aid in the strategy. We want to meet their need and to have a feedback of their consumption experience
. A marketing facilitated by internet, thought the possibility to collect information online.
A company needs to use new technologies in order to grow and be successful. Internet provides marketers and consumers with opportunities for much greater interaction and individualization.
Challenges Media Average consumers’ time
spent per day
Online 4:13
TV & video 3:17
Music & Radio 1:26
Mobile phone 1:18
Landline phone 0:36
Gaming 0:36
Reading 0:24
Source: Yankee Group
•Can impact a lot of people
•Information easy to collect
•May be cost effective compare than other marketing
•Consumers can screen out most messages
•Advertisers lose some control over their online message ( can be hacked or vandalized)
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Interactive
Marketing
Integrated campaigns
Content marketing
Search Engine
Marketing
Display Advertising
Social Media Marketing
Community
marketing
Mobile marketing
Online promotion
jBRAND LOYALTY
Trends & FutureInteractive marketing spend in the US went up from $18.4
billion in 2007 to $61.3 billion in 2012. Top 2 industries: Travel and HospitalityConsidering the top areas of marketing, the future on
interactive marketing will be focus on social, mobile and real time web.
Word-of-mouth have became the most efficient tools to advertise your company.
1010Ben Guez
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Thank you for your attention!
Content marketing :
-Websites -micro site -podcast -videos -newsletters
7C
- Context-Content
-Community-Customization-Communication
-Connection-Commerce
Display advertising :
-Contextual Ads -Banners Ads -Rich Media Ads
Social Media Marketing : Social Media Advertising Social Media Participation : Blogging, social networking, media sharing,
WIKIs, virtual worlds. Social Media Campaigns: Sponsored virtual gift, contests.Social Media Apps
Mobile Marketing : -Messaging
-Mobile Web Content -Downloadable Content-Mobile Application-Mobile Hotspots
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