Strategic Interactive Marketing

Much more more than the Internet

These new delivery systems may well not include the internet (if, for instance, your customer base has bought web-TVs or the black-box adapters). Strategic Interactive Marketing can exploit any and many of the new technologies, especially the interactive ones, as well as established methods:
 

• Interactive technologies such as the Internet WWW, interactive TV, web-TV, kiosks, fax, e-mail, voice mail, personal data assistants, mobile phones, fixed phones, pagers, postal mail, CD-ROMS, floppy disks.
  • All these allow personal messages and encourage customer feedback. Many allow interaction at a time and a place that suit the customer.
• Customer databases that record individual preferences and past purchases so that staff and agents can give that personalised and individual touch.
• Data-mining and data visualisation to identify which customers to interact with, when to interact, how to reach them, and what compelling message to use. By predicting a customer's likely future behaviour you to reach them before they make their buying decisions.
• Object Technology for a flexible and responsive component based build.
• Rule Based Approach usingRule-based systems for marketing and administrative flexibility and responsiveness, ultimately at the individual customer level.
• Process systems that can interfaces will any of the delivery mediums as well as support multiple delivery mediums for a single customer.
• Natural Language Systems allow customers to freely express needs and aspirations, or input pre-sales or service requests to the company.
• An IT Architecture to complement the business architecture.

Besides the technology there is a need for people and technology management and development, and also supplier and partnership selection and management. All together, this new era is a huge challenge for IT management.

Next is Why Interactive?

[Overview] [Concepts and Principles] [Distribution Issues]
[Behaviour Analysis and Behaviour Models]
[Business Rules Approach] [SIM Brochure]

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