Marketing Communications Insights

A Definition of Interactive Marketing Interactive marketing is a one-to-one marketing practice that centers on individual customer and prospects’ actions. Interactive marketing involves marketing initiatives that are triggered by customers’ behaviors and preferences; for this reason, it is a major shift from traditional campaign-based marketing efforts. A customer-centric strategy, interactive marketing involves reacting to customer actions and striving to meet their expectations and demands. In order for marketers to pull off successful interactive marketing efforts, they must have access to advanced technology that delivers complete, 360-degree views of customers. What are the strategies and tools of interactive marketing campaigns? Because the goal of interactive marketing is to foster multi-directional conversations in place of one way messages, broader strategies and more specific tools are critical to your interactive campaign. Interactive marketing stra

Advertising Management Hierarchy of Effects Model  Hierarchy of Effects Model states that there are six steps a consumer or a business buyer moves through when making a purchase: A good advertising strategy is structured around these 3 questions: Who is the message targeted at? At which of these steps is the targeted audience? How to source your message? In order to answer the first question, the marketer should resort to a concept called "Segmentation". Segmentation Segmentation can be done based on a range of criteria: Demographics Psychpgraphics Generations Geographic Geodemographics Benefits Usage The segmentation here, however, is not in the way of segmentation for product development; but rather, segmenting depending on the type of audience that you want to design an advertisement towards. A product can easily be targeted at different types of consumer bases, but often times achieving attraction upon different cons