The Current and Future State of Interactive Marketing

If you work in digital marketing like I do, you have certainly discovered that advances in technology have significantly contributed to the development and success of this specific industry. Computers have become more efficient than ever, video quality has increased exponentially and broadband Internet connectivity has reached more than 50% of U.S. customers. Finally, it is truly considered mainstream for digital media.If you’re looking for more tips, Netwave Interactive Marketing has it for you.

The influence of the medium has also finally been recognized by corporate marketing managers and is now considered a critical component of the marketing mix. Because of the strengths of the platform, brand managers are now preferring interactive over conventional media: targeting and personalization, interactive, real-time two-way interactions, a broad selection of formats to choose from and everyone’s favorite, transparency.

So now that marketing experts know that a positive ROI is actually returned by search, email, rich media banner ads and a host of other resources, the key is to formulate, implement, manage, and modify a good interactive campaign. I like to refer to it as “Interactive Campaign Orchestration.” Just as a conductor orchestrates a symphony and defines with such intensities the instruments perform at a particular time, so will the new “Interactive Conductor.” Forward thinking marketing managers will need to consider the instruments to use and how to use them. There were never so many openings before. Advergaming, contextual positioning, microsites, rich media, G-Mail, viral marketing, CD-ROMs, DVDs, wireless, and more. Scan, email, banner advertising, interstitials, How does someone do all of it?

In order to comply with and streamline business processes, such as an automated email campaign, businesses need to ask questions about intelligent systems and online applications. With all your direct response, follow-up and other promotional emails laid out in an if-then flow chart of events, imagine creating a three-month email campaign in advance. All you need to do is click a button and the campaign is immediately executed. All you do is watch the outcomes and adjust as you see fit. These systems can help drive higher output and optimistic ROI, offering a strategic advantage for businesses over their competition.