It is the exploitation of the new interactive electronic mediums to deliver unique and customised products and services to customers at a mass produced price. It is a powerful combination of the concepts of One-to-One Marketing (as proposed by Don Peppers and Martha Rogers) with Mass Customisation (after B. Joseph Pine II).
Strategic Interactive Marketing (SIM) goes beyond the state of many of to-days internet web sites that offer just company and product information (we call this Mass Information); it also goes beyond those sites that are now moving into electronic commerce (Mass Presentation). In its basic form, SIM offers customers the ability to personalise products or services (Mass Personalisation), and in its advanced form allows them to design and customise their own unique product or service (Mass Customisation).
SIM of course embodies all the benefits of the new interactive mediums. Benefits that allow customers and prospects to obtain products and services at any time, in any place, and any how.
For success, many aspects of an organisation need coming together in an integrated way. First and foremost, SIM needs a marketing approach that permeates the whole company. It needs customer oriented processes which dynamically link marketing, R&D, sales, service, finance, etc. and delivery channels that take into account consumer behaviour. For delivery, SIM makes extensive use of the new interactive mediums, like the the Internet, Digital TV, and Kiosks, in conjunction with the traditional mediums like radio, TV and mailshots. Different technologies are needed to support these front-end delivery mechanisms. And all these need the right culture to create an enabling organisation.
To help organisations develop SIM, Managing Change is building a Strategic Interactive Marketing framework and forging links with enabling companies. Read more about the SIM Project and about its findings in the Executive Summary. Gradually the full report will be placed on-line - click the cover picture to see what's available.
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To help organisations develop SIM, Managing Change is building a Strategic Interactive Marketing framework and forging links with enabling companies. Read more about the SIM Project and about its findings in the Executive Summary. Step-by-step we will be making parts of the full Riding the Whirlwind report available on this web site.
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