The SIM Framework

Implementation Implications

Implementing Strategic Interactive Marketing successfully requires a holistic approach. Without this, the impact of SIM will only be as strong as its weakest link. For example, a brilliantly developed interactive web site may inspire customers, but their enthusiasm to further the relationship, or even buy!,  will be sorely dented if the customer service centre behaves in fashion contrary to their expectations. By taking the SIM Framework process view, then all parts of the operation that are likely to be involved can assessed, and any changes put in place before the first customer calls.

Strategic Process

Because the scope of SIM is potentially huge, resources are limited, and risk must be minimised, then before rushing off to implement it makes sense to map out a SIM strategy and process that is relevant to your organisation. The SIM Riding the Whirlwind   Report makes the following recommendations:
 

6 Recommendations

6.1 Focus on the Market Place
  6.2 Develop a Vision
  6.3 Develop a Goal
  6.4 Understand Ones Customers
  6.5 Support an Integrated Acquisition & Ownership Cycle
  6.6 Support Consumer Preferences and Choices
  6.7 Develop an Overall Architecture
  6.8 Approach Incrementally using Pilots
  6.9 Develop Organisational & Technological Capabilities

Note: as parts of the Report are made available, then the above items will become hyper-text links.

Capabilities

The above requires the development of organisational capabilities in a number of key areas. The Report  looks at a number in some depth:
 

7 Implementation

7.1 Market Position
7.2 Architecture
7.3 Process Management
7.4 People Management
7.5 Technology Management
7.6 Interactive Delivery Mediums, Systems and Data
7.7 Object Technology
7.8 Data Storage, Analysis and Mining
7.9 Packages
7.10 Outsourcing
7.11 Partnership Opportunities

Again, as parts of the Report are made available, then the above items will become hyper-text links. Meanwhile, at a more generic level you may wish to look at the following key areas of capabilities:
 

• Strategic Interactive Marketing including:
  • One to One Marketing
  • Mass Customisation
• Strategic Interactive Mediums (Technologies)
• Process Management
• Organisational Change

Now  Back to the Overview
or see the other related topics below.

JS

External Resources
 

1. See the full list of resources for this web site for other related resources.

[Overview] [Brand Development Cycle] [ Product/Service Development Cycle]
[Customer Relationship Cycle] [Mass Information] [Mass Presentation] [Mass Personalisation] [Mass Customisation] 
[Acquisition Cycle] [ Service Cycle] [Disposal Cycle] [Communications Cycle] [Implementation] [Tom Vassos' Framework]

[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]

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