m a v e n c o m m u n i c a t i o n s--Interactive Marketing Beyond the 'Net

Interactive Marketing Beyond the 'Net

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Whether creating a brand site or orchestrating a sponsorship deal, every marketing director faces decisions about promotion on the Internet. Certainly, the Web allows marketing of a more interactive nature than traditional mediums, but the Internet isn’t the only interactive alternative. When crafting your electronic marketing strategy, it’s important to consider interactive alternatives such as CD-ROMs and touch-screen kiosks that can also be used to effectively market your message.

Why the Web shouldn’t be your only interactive marketing effort

The Web has received significant attention as a powerful marketing medium. In fact, it has reached 50 million users faster than any other mass-medium--achieving that goal in less than 6 years. But the Web is still not reaching 100% of an audience. It requires a specific marketing strategy to address the bandwidth and utilization issues unique to the medium to take full advantage of interactive efforts.

The Web offers directors of marketing an unprecedented level of patient and professional interaction with a brand. A well designed web strategy can deliver detailed, customized brand messages, and has the ability to build a lasting relationship between the user and the brand.

Does this mean that your powerful interactive efforts are available only to those with high-speed web access? Will your ability to communicate interactively be a solution that reaches only a certain subset of your total audience?

Interactive marketing doesn’t have to be relegated to a web browser and home PC. Interactive discussions about product, condition and treatment can employ video testimonials, mode of action animations (special applications that visually demonstrate how the drug works in vitro) and interactive surveys to maximize the message’s impact on the recipient. Expanding your interactive marketing efforts to include alternatives to the web, such as CD-ROM, touch-screen kiosks, and handheld devices, covers your audience with a marketing message that can capture and keep their attention.

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