Strategic Interactive Marketing
Much more more than the
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,
All these allow personal messages and encourage customer feedback. Many allow
interaction at a time and a place that suit the 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
Object Technology for a flexible and
responsive component based build.
Rule Based Approach
systems for marketing and administrative flexibility and
responsiveness, ultimately at the individual customer level.
systems that can interfaces will any of the delivery mediums
as well as support multiple delivery mediums for a single customer.
Systems allow customers to freely express needs and
aspirations, or input pre-sales or service requests to the company.
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
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