Interactive Marketing

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Interactive Marketing From transactions to
conversations Melinda Kenneway TBI
Communications Melinda.Kenneway_at_tbicommunications.
com
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• 20th century marketing
• interruption
• 21st century marketing
• engagement

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• Generation C

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• Generation C will be middle aged by 2020. This
• generation has grown up under the Web ideologies
  of
• open access, cooperation, exchange and sharing of
  
• information, as will all further generations.
  This will have profound implications on our
  society.
• Dr Peter Marsh
• Social Issues Research Centre (SIRC)

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• Content more complex (vertical, format-agnostic,
  multi media)
• New business models (open access, advertising,
  infomediary)
• Broader market reach (consortia, new segments)
• Niche market potential (long tail)
• Increased direct selling (via website, reps etc)
• Community more influential (recommendations)
• Self-publishing/user generated content (author
  power)
• Customization and personalization (its all about
  me)

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• Ogilvy's belief was that deep consumer insight,
  coupled
• with big creative ideas, is the engine of brand
  building.
• Ogilvy has always been about 360 branding, using
  all
• channels to reach a consumer, always about
  inviting
• customers in, rather than forcing a broadcast
  message.
• Rory Sutherland
• Vice Chairman, Ogilvy Group, UK

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• Customer insight requires interaction
• Creativity gets attention
• Loyalty leads to advocacy
• Satisfied customers successful businesses

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• Marketing can help build relationships
• Needs to be a bigger role than promotion
• Transaction-based objectives are not enough
• Leverage lower costs of online channels
• Mass personalization
• Build communities around brands

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• competition for
• attention

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• Marketing catching up with new environment
• Still focused on broadcast messages
• Opportunity for more creativity
• Need to experiment and learn
• Look outside industry for inspiration

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• Its been years since Ive bought a Dove
  product, but as a result of this Im doing all I
  can to support them. I know that their campaign
  is a marketing tool but I also believe its going
  to help a lot of women learn to accept themselves
  as who they are.

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• Sales result?
• Double digit growth since 2004
• General trends 2-3

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• marketing should be a
• service
• not an
• annoyance

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• the wave of change is coming

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• Organizing and profiling customer database
• Tagging content
• Detailed market opportunity analyses
• Single customer view
• Online host support
• Other bolt-on technologies such as Baynote

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Not just about unit sales anymorevisit website,
register, opt in
ACQUIRE
Email a friend, add social bookmark, link on own
blog, discuss in web 2.0 community
Respond read email alert, click on link etc
PROFESSIONAL INTERESTS PERSONAL INTERESTS
CAREER JOB
SHARE
PARTICIPATE
ENGAGE
Provide additional data, vote on a poll,
respond to offer, exclusive content etc
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Six ways to make people like you
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• How to Win Friends and Influence People
• Dale Carnegie, 1936

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• become genuinely interested
• in other people

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• smile

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• remember that a person's name is to
• that person the sweetest and most
• important sound in any language

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• be a good listener
• encourage others to talk
• about themselves

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• talk in terms of the other
• person's interests

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• make the other person feel important - and do it
  sincerely

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Thank you Melinda Kenneway TBI
Communications Melinda.Kenneway_at_tbicommunications.
com