Strategic Interactive Marketing

The importance of a marketing approach

The above success of the new players highlights importance of a marketing approach. By marketing we do not mean simply promotion. Unfortunately, this is all too typical. Companies turn glossy brochures into glitzy web sites complete with animated logos, music and busy screens with numerous hot spots. The other extreme, again seen painfully all too often, is to forget the informality of the internet. They fill web sites with pictures of the directors, spreadsheet tables with the annual accounts, a list of products, and then to leave off the telephone number and the postal address!

By taking a marketing approach we mean:
 

1. Making an assessment of your target market including their needs, aspirations, and ways and means of communicating. It will include an assessment of lifetime value and profitability.
2. Understanding how interactive media can reinforce and enhance your brand.
3. Identifying value added services including promotions tuned to your customer base.
4. Designing an business architecture which identifies the necessary components and interfaces.
5. Redesigning the processes across the whole value chain, extending outside the company to suppliers and distributors.
6. Identifying the delivery mediums, both traditional and new, and how they will be integrated.
7. Deciding which organisational components will be outsourced or situated at new greenfield sites.
8. Developing a marketing culture permeates the whole organisation. All staff need to understand the concepts of SIM and how their actions can either enhance or destroy the strategy.
9. Developing organisational knowledge and competences.
10. Ensuring data is protected and customer privacy respected.
11. Design and creating interactive content.
12. Building the first stage of the new delivery systems.
13. Using the new delivery systems to encourage interaction, build trust, encourage collaboration, create purchase of products or services, inspire positive referrals, and induce regular, repeat visits.
14. Continuously monitoring and measuring their business impact, as well as the changes in your consumer base.
15. Adapting and extending the total offering so as to exploit market opportunities, and to address non productive actions.

You will notice that technology implementation of the new delivery systems is at step 12. Managing Change is developing a complementary methodologyand toolkit to support the above steps. To be successful with SIM, you may well need to undertake a change management programme.

Next is Customer oriented processes

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