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Hub You - Understanding Interactive Marketing Communication
The young woman's face was a picture of unhappiness and worry, totally out of keeping with the 29th birthday she had just passed, as she described her predicament and asked for my advice."My job is driving me crazy. I am frustrated because I am not getting ahead," she said. "I want desperately to make a change, but I just don't know what to do about it." Her story was one I hear often from people at all levels of their careers. Henry David Thoreau could have had someone like her in mind when he wrote in "Walden" in 1854 that "The mass of men lead lives of quiet desperation."I began our discussion with the root question: "What do you want to be doing five years from now?""That's the problem; I don't know," she answered. "There are so many things I would like to do, it's hard to make a decision," she said. "One day it's this, the next day it is something else. In the meantime, I feel like time is passing me by.""Nonsense, it is never too late to take charge of where your life is going," I responded. "But you cannot get out of this hole you are in until you make a decision on what you want to do. That first step may be the hardest one to take. You have a lot of options, but you are afraid to choose one because you think you may pick the wrong goals and end up in another trap. You are frightened by the thought o
It is also important to note, of course that just because mediated messages are more carefully prepared, they are not necessarily more accurate. Gatekeepers have a way of looking at the world based on personal beliefs or motivations. This ‘world view’ sometimes tends to make media messages inaccurate.
Interactive Communication leads to a commitment to participate.
However, with interactive marketing communication, there is a commitment to participate, which in turn leads to a set of possibilities, which are significantly different in how they affect the communication process, itself.
The need for product information.
<Did you know that stand up comedians don't just get on stage and wing it?Although they are born to make us laugh, good comedians follow a formula when they are preparing their next great joke. That's probably the reason my jokes tank, but that's a story for another time.Before stepping on stage, mike in hand, to deliver their joke they follow a set of metrics that when properly executed, leave their audiences in stitches.As small business owners, we may not want our clients and customers cackling in the aisles but we do want to make a lasting and memorable connection.Follow these three steps from the last comic standing to wow your audience:1. The Set-UpDo you know why your product or service is a must-have? This question must be addressed in all good marketing. The set up is where you explain, in story style, why your product or service must matter. Ask yourself these questions to get your set-up started:What does my product or service really do?What is the #1 question my product or service addresses?2. DeliveryOnce you've addressed why your target audience must run, not walk, towards your product or service, you'll need to explain how your offer will actually make their lives better. You can get a market excited about all the ways your product or servi
Interaction can be defined simply as straightforward communication between two parties. Presently we are in danger of losing the real meaning of interaction, as we tend to focus discussions on the emerging technologies and neglect the communication process itself.
With an understanding of the real meaning of Interactive Communication, existing media can be made interactive, and subsequently far more cost effective.
Goodbye to the halcyon days of the TV advertisement of old?
A new wave of technology is promising to transform the obsolete analogue technology of television into a two-way medium which allows the viewer to determine what is to be watched, and when.
This could well create a situation where the consumers solicit information from the advertiser, rather than the advertiser soliciting the attention of the consumer.
Viewers are becoming impatient with television’s linear flow and are increasingly using the limited opportunities available to them to avoid the intentions of advertisers and programme makers. Even though too many the remote control is a fairly recent development, 44% habitually use it to avoid advertisements.
Television is an advertising medium, not a communications medium and, as television declines in the face of competition from the new media, conventional advertising will decline with it.
In many ways, ‘advertising’ is an outmoded concept, since media advertising is simply one means of communication with customers. In an environment in which the balance of power is shifting in favour of the consumer rather than the advertiser, manufacturers and service providers need to look at ways of replacing the monologue of advertising with a dialogue which can utilise a range of different ‘relationship’ marketing techniques.
Advertising has to modernise & change.
The market place has changed. Newspapers and television have lost their exclusive hold on the advertiser, the number of print and electronic advertising channels has substantially increased, such as pre-printed booklets pushed through letterboxes, or hung on doorknobs, local cable TV and Direct Mail.
Recent events have given advertising a permanently diminished role in the selling of goods and services. At the same time cynical consumers are wearying of the constant barrage of marketing messages. They’re becoming less receptive of the blandishments of advertisements, and their loyalties to brands erode as they see more products as commodities distinguished only by price. Advertising ignores communication theory.
As the mass media have matured, the behavioural dynamics of perception and interaction, which were not address by Advertising Agencies in the 70s and 80s, during the explosive growth of advertising have become critical to the redefinition of media and its role in marketing communication. With passive, one way, forms of advertising such as media displays or television advertising, there is a certainty of a degree of non-response.
Lack of communication competence.
Most Advertising Agencies lack the skills of communication, advertising messages are more carefully prepared than interpersonal communication and yet ‘message’ comprehension tends to be lower. Advertisements are more carefully prepared because gatekeepers (those who prepare and send out messages) are more cautious about what they say to large audiences than they are to audiences of one or a few, they check their facts more carefully and they prepare their syntax and vocabulary more precisely. And yet, because their audience contributes much less feedback, the source cannot correct for any lapse or understanding, so people are more likely to misinterpret what they hear or read over the mass media.
It is also important to note, of course that just because mediated messages are more carefully prepared, they are not necessarily more accurate. Gatekeepers have a way of looking at the world based on personal beliefs or motivations. This ‘world view’ sometimes tends to make media messages inaccurate.
Interactive Communication leads to a commitment to participate.
However, with interactive marketing communication, there is a commitment to participate, which in turn leads to a set of possibilities, which are significantly different in how they affect the communication process, itself.
The need for product information.
Whether you already own a window cleaning company or you are looking at starting your own window cleaning business. One of the first things you need to get squared away in your head is that you are a ‘window cleaner’ and in the window ‘cleaning’ business, NOT a window washer in the window washing business. You may think that the distinction is silly, but I guarantee you it is important.While some people may think that “Wallys Window Washing” is a cute name, many people associate window washers with the guy who jumps on the hood of your car at a stop light with a squirt bottle and a rag offering to wash your windows. This is not the image I want to cultivate around my business.The image you want to present to your customers is one of professionalism, legitimacy and competence. Whether in your business name or while talking to people, always use ‘window cleaning’ or ‘window cleaner’. Window cleaning sounds more professional and people associate it with educated, more refined people…the kind you would trust in your house.Now window washing on the other hand sounds more common, less educated, and very fly-by-nightish. Think of it this way; If someone was looking through the phone book for a window cleaner and they see two companies:Wallys Window WashingOrReflection Window CleaningWho do you think
Viewers are becoming impatient with television’s linear flow and are increasingly using the limited opportunities available to them to avoid the intentions of advertisers and programme makers. Even though too many the remote control is a fairly recent development, 44% habitually use it to avoid advertisements.
Television is an advertising medium, not a communications medium and, as television declines in the face of competition from the new media, conventional advertising will decline with it.
In many ways, ‘advertising’ is an outmoded concept, since media advertising is simply one means of communication with customers. In an environment in which the balance of power is shifting in favour of the consumer rather than the advertiser, manufacturers and service providers need to look at ways of replacing the monologue of advertising with a dialogue which can utilise a range of different ‘relationship’ marketing techniques.
Advertising has to modernise & change.
The market place has changed. Newspapers and television have lost their exclusive hold on the advertiser, the number of print and electronic advertising channels has substantially increased, such as pre-printed booklets pushed through letterboxes, or hung on doorknobs, local cable TV and Direct Mail.
Recent events have given advertising a permanently diminished role in the selling of goods and services. At the same time cynical consumers are wearying of the constant barrage of marketing messages. They’re becoming less receptive of the blandishments of advertisements, and their loyalties to brands erode as they see more products as commodities distinguished only by price. Advertising ignores communication theory.
As the mass media have matured, the behavioural dynamics of perception and interaction, which were not address by Advertising Agencies in the 70s and 80s, during the explosive growth of advertising have become critical to the redefinition of media and its role in marketing communication. With passive, one way, forms of advertising such as media displays or television advertising, there is a certainty of a degree of non-response.
Lack of communication competence.
Most Advertising Agencies lack the skills of communication, advertising messages are more carefully prepared than interpersonal communication and yet ‘message’ comprehension tends to be lower. Advertisements are more carefully prepared because gatekeepers (those who prepare and send out messages) are more cautious about what they say to large audiences than they are to audiences of one or a few, they check their facts more carefully and they prepare their syntax and vocabulary more precisely. And yet, because their audience contributes much less feedback, the source cannot correct for any lapse or understanding, so people are more likely to misinterpret what they hear or read over the mass media.
It is also important to note, of course that just because mediated messages are more carefully prepared, they are not necessarily more accurate. Gatekeepers have a way of looking at the world based on personal beliefs or motivations. This ‘world view’ sometimes tends to make media messages inaccurate.
Interactive Communication leads to a commitment to participate.
However, with interactive marketing communication, there is a commitment to participate, which in turn leads to a set of possibilities, which are significantly different in how they affect the communication process, itself.
The need for product information.
<If you’re a top sales or marketing professional working in the business to business technology, manufacturing, healthcare or business services industries, I’ve got some advice for you on how to best go about optimizing your career search. I’m also going to talk about the job market now and the new way of looking for great positions which or often times not advertised. I’ll also give you a number of other tips and tricks regarding interviewing, r?sum? building techniques, and other useful ideas that I hope you will put to work in order to improve your ability to find that next great position that you’re thinking and dreaming about.It’s a full employment economyIt’s no secret that the economy is fully employed right now with unemployment running less than 5% in most areas of the U.S. Most companies are finding that they are constrained to grow by the quality of the people that they can actually hire or recruit into their businesses. As a sales or marketing candidate, you need to recognize that times have changed. It’s a lot easier to make a move now than it was one or even two years ago, and certainly a lot easier than during the dotcom bubble back in 1999-2001. It’s a great time to be looking for a job as a sales and marketing executive, midlevel manager, or front-line sales or marketing contributor. All of the top people a
Advertising has to modernise & change.
The market place has changed. Newspapers and television have lost their exclusive hold on the advertiser, the number of print and electronic advertising channels has substantially increased, such as pre-printed booklets pushed through letterboxes, or hung on doorknobs, local cable TV and Direct Mail.
Recent events have given advertising a permanently diminished role in the selling of goods and services. At the same time cynical consumers are wearying of the constant barrage of marketing messages. They’re becoming less receptive of the blandishments of advertisements, and their loyalties to brands erode as they see more products as commodities distinguished only by price. Advertising ignores communication theory.
As the mass media have matured, the behavioural dynamics of perception and interaction, which were not address by Advertising Agencies in the 70s and 80s, during the explosive growth of advertising have become critical to the redefinition of media and its role in marketing communication. With passive, one way, forms of advertising such as media displays or television advertising, there is a certainty of a degree of non-response.
Lack of communication competence.
Most Advertising Agencies lack the skills of communication, advertising messages are more carefully prepared than interpersonal communication and yet ‘message’ comprehension tends to be lower. Advertisements are more carefully prepared because gatekeepers (those who prepare and send out messages) are more cautious about what they say to large audiences than they are to audiences of one or a few, they check their facts more carefully and they prepare their syntax and vocabulary more precisely. And yet, because their audience contributes much less feedback, the source cannot correct for any lapse or understanding, so people are more likely to misinterpret what they hear or read over the mass media.
It is also important to note, of course that just because mediated messages are more carefully prepared, they are not necessarily more accurate. Gatekeepers have a way of looking at the world based on personal beliefs or motivations. This ‘world view’ sometimes tends to make media messages inaccurate.
Interactive Communication leads to a commitment to participate.
However, with interactive marketing communication, there is a commitment to participate, which in turn leads to a set of possibilities, which are significantly different in how they affect the communication process, itself.
The need for product information.
<A 5 POINT STRATEGY FOR ENSURING YOUR JOB SECURITYThink Job Security is a thing of the past? Think again. While it may be true that no one is exempt from a downsizing, layoff, or unexpected re-organization in today’s economic climate, that doesn’t have to mean you have no job security. Today’s workers simply need to redefine what job security really is given the competitive environment we live in, and where security comes from. You can (and should) have a sense of job security, but it won’t come from your employer. You must give it to yourself. Your number one priority, if you wish to have career longevity and fulfillment, is to remain highly employable. Here’s a proven 5 point strategy to ensure you have security in an uncertain job economy.1. Under-promise, over-deliver 2. Nurture Your Network 3. Invest in Your Competence 4. Have a Plan B and Plan C Ready to Execute 5. Build Your ReservesUNDER PROMISE and OVER DELIVER The first strategy is simply to outperform your peers. Under promising may sound like a lethal career strategy, but in reality it’s the opposite, as long as you consistently over deliver. Bosses and peers become most frustrated with those who make empty promises, right? These are the people who OVER promise and then consistently UNDER perform. By getting really skilled at set
Lack of communication competence.
Most Advertising Agencies lack the skills of communication, advertising messages are more carefully prepared than interpersonal communication and yet ‘message’ comprehension tends to be lower. Advertisements are more carefully prepared because gatekeepers (those who prepare and send out messages) are more cautious about what they say to large audiences than they are to audiences of one or a few, they check their facts more carefully and they prepare their syntax and vocabulary more precisely. And yet, because their audience contributes much less feedback, the source cannot correct for any lapse or understanding, so people are more likely to misinterpret what they hear or read over the mass media.
It is also important to note, of course that just because mediated messages are more carefully prepared, they are not necessarily more accurate. Gatekeepers have a way of looking at the world based on personal beliefs or motivations. This ‘world view’ sometimes tends to make media messages inaccurate.
Interactive Communication leads to a commitment to participate.
However, with interactive marketing communication, there is a commitment to participate, which in turn leads to a set of possibilities, which are significantly different in how they affect the communication process, itself.
The need for product information.
<Your company needs a boost to be known far and wide. You are thinking of a good promotional item that would not really cost that much for you and your customers can always make use of.You look around – you want something lightweight and can be placed in the pocket. You also want something that your customer would be able to remember your company always. You want something practical that your customers would really need.And this is how you decided to include calendars among your promotional items. Its lightweight, not that costly and customers would be able to remember your company as well. It is also very practical to use so that customers would be able to identify special dates.Mark It So it is all set, you decided to use calendars on your list. You want to mark all the important dates in a year – religious and civil holidays, days with legal significance.Some business people think that if they are going to use a calendar for their promotion, this would show that they don’t want to spend much on getting their name across. This would be the truth because who would not want to save money? But this should not be the case always.You just have to trust the company that would help you in calendar printing. They should be able to provide high-quality but for a very affordable cost. And you can design it in such a
It is also important to note, of course that just because mediated messages are more carefully prepared, they are not necessarily more accurate. Gatekeepers have a way of looking at the world based on personal beliefs or motivations. This ‘world view’ sometimes tends to make media messages inaccurate.
Interactive Communication leads to a commitment to participate.
However, with interactive marketing communication, there is a commitment to participate, which in turn leads to a set of possibilities, which are significantly different in how they affect the communication process, itself.
The need for product information.
Image advertising doesn’t give the information needed to buy knowledge-driven products. Moreover communication results from an interaction in which two parties expect to give and take. Audience members must be able to give feedback. Media practitioners must be sensitive to the information contained in the feedback. This give and take can result on real understanding or real feedback.
The need for Interactive Marketing Communication. Put simply, because there is a human desire for interaction. We have created a media society during the past 40 or 50 years where there is an extraordinary reduction in interaction because of the one-way and more passive form of information retrieval that exists.
People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.
When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers. Moreover, by participating, they then learn and understand the message from the advertiser, personalise their relationship with the advertiser and their products (or services). Consumers tend to filter out information they do not want to hear and this alters the effectiveness of advertising in quite a dramatic way. The purchaser’s decision is invariably a compromise and this leads to a certain amount of anxiety. The worry that perhaps the purchase decision was not the best or right one. In order to minimise this anxiety the purchaser seeks to reinforce his choice and begins to take more notice of his chosen product’s advertising. And, at the same time, the purchaser deliberately suppresses data, which might challenge his decision by ignoring the advertising of competitive brands.
People are often loyal to a brand simply because they do not want to readdress a decision. The opportunity to screen out undesired data always exists when media advertisements have to stand on their own and fight for attention. Interactive Communication takes the consumer through the barrier of not wanting to address change; and this is the ultimate market the advertiser is after – the people who use his competitors’ products.
Now the consumer can say ‘Yes, I will change my behaviour and I have a very good reason or series of reasons why”, and have a well-informed opinion or image in mind.
If someone goes into a product purchase decision with a very specific image of the product and its reason to exist and why they have decided those reasons are worth its purchase, the test in reality, the use of the product, will tend to confirm that premise, and therefore conversion will be enormously enhanced.
Interactive Marketing Communication turns passive advertising into active advertising and actually alters behaviour during the communication and learning process.
Interactive Marketing Communication increases sale. And there’s more! It enhances relationships and dramatically improves consumer knowledge, understanding and loyalty. 1. Strong Company or Brand Values. To be effective communication has to be single minded in choosing a specific proposition which by definition cannot appeal to all. Yet every product, service or retail outlet can offer several attractive benefits and in some cases these can be numerous. Interactive Communication presents consumers with a ‘menu’ of powerful benefits, both rational and em
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