Defining Interactive Marketing Communication

The interaction can be simply defined as a direct communication between two parties. Currently we are in danger of losing the true meaning of the interaction, as we focus the discussion on new technologies and tend to neglect the communication itself.

With an understanding of the true importance of interactive communication, the media made available interactively and the cost is much more efficient then.

Farewell to the heyday of the old TV commercial?

A new wave of technology is promising, the obsolete technology of analog television in the middle of two lanes to determine the viewer what is observed allows, and when to turn.

This may well create a situation in which consumers seek information from the advertiser rather than the advertiser requests the consumer’s attention.

The audience impatient with linear flow, television, and increasingly with the limited opportunities it to avoid the intent of the advertisers and program producers. While many of the remote control is a relatively new development, 44% are used to use to avoid advertising.

Television is an advertising medium, not a means of communication and as declines in television in the face of competition from new media, traditional advertising will decline with it.

In many ways the “publicity” is an outdated concept, as an advertising medium is simply a means of communication with customers. In an environment where the balance of power shifts in favor of the consumer and not the advertiser should consider manufacturers and service providers, like the monologues of advertising with a dialogue to replace a number of different applications “relationship” marketing techniques.

Advertising has the modernization and change.

The market has changed. Newspapers and television have lost their grip on the exclusive provider, has increased the number of channels, print and electronic advertising enormously, like pre-printed leaflets pushed through letters or hung on doorknobs, local cable TV and direct mail.

Recent events have given the advertising for a permanently smaller role in the sale of goods and services. At the same time consumers are tired cynical constant barrage of advertising messages. They are less susceptible to the blandishments of advertising, and loyalty to brands because they see more products than products that erode the distinction by the price.
Advertising must not the theory of communication.

When the mass media are matured, the behavioral dynamics of perception and interaction, that was not the address of the advertising agencies in the 70 and 80 when the explosive growth of advertising has become indispensable to redefine their role in media and marketing communications. With passive, a way to forms of advertising such as monitors or television advertising media, there is a degree of certainty of non-response.

The lack of communication skills.

Most advertising agencies do not have the ability to communicate, the commercials more carefully than the interpersonal communication and understanding yet prepared “message” tended to be lower. The ads are carefully planned, because the guards (those preparing to send messages) to examine carefully what they say, to a wider audience, as they are the audience of one or a couple of the facts more closely, and they prepare their syntax and vocabulary specifically. But because their reactions to the public contributes much less, the source can not properly understand or failures, so that people interpret rather wrong, what they hear or read about the mass media.

It is also important to note, of course, just because most of the media messages carefully prepared, they are not necessarily accurate. Gatekeepers have a way of the world on personal beliefs or motivations. The “world view” is a tendency to make inaccurate media messages.

Interactive communication leads to a commitment to participate.

But with the communication of interactive marketing, there is an obligation to participate, which in turn leads to a number of ways that are significantly in their effects on the communication itself.

The need for product information.

The advertising image is not the necessary information in order to buy items on knowledge. Results of communication in addition to an interaction in which both parties expect to give and take. The audience must be able to provide feedback. Media professionals must be sensitive to the information contained in the comments. This give and take a real understanding and real feedback lead.

The need for interactive marketing communications.
Simply put, because it is a human need for interaction. We have a media company in the last 40 or 50 years, where there are an extraordinary reduction in interaction created because the only way, and a passive retrieval of information that exists.

The people demand to be taken into account in order to affect change, to learn and shape their relationships with their environment. It’s a phenomenal number of reasons that people interact, which go far beyond them and things.

When people participate in the interactive marketing communications, they are told that their efforts and positive comments helps advertisers. In addition, by participating, and then they learn to understand the message of the advertisers, their relationship with the vendors and their products (or services) being used.
Consumers tend to have the information you want to hear it, filter it and change the effectiveness of advertising in a fairly dramatic. The decision of the buyer is always a compromise and this leads to a certain anxiety. The concern that perhaps was the purchase decision is not the best or right. To minimize this anxiety the purchaser seeks to reinforce their choice and begin to take more attention to the chosen advertising their product. And at the same time, the buyer deliberately suppressed information that the decision was made by ignoring the advertisements for competing brands challenge.

People are often brand loyal, simply because they do not want to readdress the decision. The ability to filter unwanted data always exists when media ads have their own stand and fight for attention.
Interactive communication, the consumer through the barrier did not want to deal with change, and that the market is the ultimate provider for – people to use the products of their competitors.

Now the consumer can say, ‘Yes, I’m going to change my behavior and I have a very good reason or a variety of reasons, “and have an informed opinion, or image in mind.

If someone goes to buy a decision to products with a very accurate picture of the product and its right to exist and why they chose these reasons are worth buying, testing, actually using the product, tend to confirm this hypothesis, and therefore the conversion are greatly improved.

Interactive Marketing Communication turns passive advertising in advertising really active and changes the behavior during the process of communication and learning.

Communication Interactive Marketing sales increases.
And there’s more!
It improves relationships and improve consumer knowledge, understanding and loyalty.
First Strong corporate and brand values.
For effective communication must be simple in the selection of a concrete proposal, which by definition can not appeal to everyone. However, each issue of product, service or retail offer some attractive benefits and can be varied in some cases. Interactive Communications provides consumers with a “menu” of powerful advantages, both rationally and emotionally, and asks them whom they find most relevant and attractive to vote for her.
This allows them to: -
a) personalize their relationship with the communicator.
b. To absorb and retain the most – if not all – of these additional services during their election.
c. Not one, but several good reasons to buy a product or service.

It is also related to these benefits is to understand consumer education, the importance of such services for them, and the positions of the product or service is unique in all their requirements.
Second The emotional relationship.
If you ask consumers for their opinions rather than telling them, makes them something special and the company involved in a new way. A company is willing to listen! This disarms consumers and creates a feeling of trust and therefore an emotional attachment to the company and its products, which is not produced, may be different.
This emotional commitment to a better understanding of the Company or rational brand values ??discussed above and set a precedent, personal relationship with the manufacturer / brand / dealer – even those who may have no prior knowledge.
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You know how they say it’s crazy to do the same thing over and over again and expect a different result. Well, it’s true.

But let me tell you a story that shows a very different example of the madness.

I spoke to a print shop the other day that showed me a sales letter in 3 steps together they sent leaflets (3 leaflets over a period of 20 days) to customers a few years ago.

I asked him, “What answer, you have the flyer?” His answer was that he was probably a return or $ 70,000 USD to 80,000 direct mail.

Cost = $ 3,000 (approx.)
Return = $ 80,000

And here is absolutely crazy:

He never uses the letter sale again.

Is that crazy or what? I mean, if every time you gave me $ 10, I gave you back $ 30 … How long do you keep giving me $ 10?

For as long as I return you more than you give me, right?

And yet so many business people take a long campaign before it ceases to be profitable. There are a few reasons:

First You do not know can measure, so that they do not know whether it is profitable or not.

Second You are bored with their existing system and want to make something new (hey, everything bored me, like … just keep money in my case). (more…)

As a budding entrepreneur on the Internet, the liberation of the global economic storm turn, many people are not quite sure what the company is, they are rapidly being adopted are in. There are many confusion around the concepts of direct marketing, the Direct Sales, Network Marketing, Multi Level Marketing (MLM), and even direct marketing. There are many similarities between these common terms, but there are also some notable differences.

Direct Sales, Direct Marketing, Network Marketing and relate primarily to the same thing. These are business models where the marketing or the seller has one-on-one contact with potential buyers in the sale of a product, service or business opportunity. With this definition in mind, one could say that someone who sells directly to the public engaged in direct selling. It would not be a false statement, although it will not accurately represent the direct selling industry. For example, you could sell directly to the public in a store or restaurant. The big difference is that customers come specifically to place the company to buy something, in other words, you take the first step in the procurement process. Direct sales and direct marketing approaches the seller to the buyer first. The same is true with MLM. (more…)