Strategic Interactive Marketing

What is Strategic Interactive Marketing?

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).

For a quick overview of these 3 elements see the Concepts and Principles page.

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.

Follow-on topics:

To the first topic

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.

External Resources

Cooper A E, Riding the Whirlwind: Strategic Interactive Marketing in Insurance, Managing Change, Andover, England, 1997. (Executive Summary available from the author or here).
Through the Loop is a forward thinking strategic market research company. One of its research areas is ConsumerLoop that looks at consumers and how they are adapting and exploiting the new delivery mediums.
Database of example companies undertaking Mass Information Mass Presentation, Mass Personalisation and Mass Customisation (these are the 4 levels in Managing Change's Strategic Interactive Marketing framework).
See the resource sections in 1:1 Marketing and Mass Customisation.
See the Links to External SIM Resources.

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

[SIM Overview] [One to One Marketing] [Mass Customisation] [Interactive Mediums] [STEP Analysis]
[SIM Executive Summary] [SIM Report] [SIM Project] [SIM Framework] [SIM Methodology] [SIM Illustrations] [SIM Links]

[Key Information & Resources] [Guest Contributions] [List of Support Topics] [What's On]

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