Navigating the Vast Universe of Interactive Media
It’s November of 2005, the start of the holiday shopping season, and more viable interactive media choices exist than ever before. I say viable for interactive media that works. Although new experimental formats are being introduced, for now let’s focus on navigating the major interactive media that you can put to use today.
Websites – Of course this should be at the top of the list, but marketers need to utilize their website as their central hub of communication in their marketing efforts. All tactics put into place should direct users back to the website with systems in place for performance measurement.
Search Marketing – This format has experienced explosive growth in the past few years. It is cost effective, and performance can be measured down to the penny. Google and Yahoo! Search are the major players providing paid placement media. Search engine optimization can be used by itself but depending upon your goals, it is usually best to utilize a combination of paid placement and organic search.
Email Marketing – I’m not talking about spam. Permission-based email marketing that communicates relevant messages to specific targets works. This type of email marketing will continue to grow through the rest of the decade as marketers learn how to properly use this interactive tool. Look for email service providers to ensure delivery of your messages, CAN SPAM act compliance, and effective tools for campaign management.
Rich Media – Banner ads are still being utilized today, but look at some of the major news and portal websites to see how marketers are executing rich media campaigns. These ads contain animation, games, interactivity, and sometimes even audio and video.
Advergaming – This format is growing quickly into an industry in and of itself. The tactics are widely varied, but popular methods include placing ads directly into popular videogame titles or creating a unique game centered around a particular brand.
Blogs – The technology is really nothing new, just simple template-driven websites with message board capabilities, but the term blog has caught on like wildfire. They have become such a powerful tool, people are starting to earn a living strictly off of running their own blog. Blogger.com is a free service offered by Google that can help get you started.
Podcasting – Another idea that isn’t anything new, but thanks to the iconic iPod from Apple, the term “podcasting” is creating a viable advertising medium in an extremely short period of time. iTunes software has helped proliferate podcasting by aiding users in locating and subscribing to periodic podcasts and a wide variety of subjects.
CDs and DVDs – Disc-based marketing is effective and somewhat underutilized. However, major marketers such as Volvo and Abbott Laboratories have executed creative disc-based marketing initiatives in the past year. This is a great medium for marketers that use direct mail to send out catalogs, media kits and other lengthy materials. Discs and packaging cost a small fraction compared to their traditional print counterparts, and the tool makes an impactful presentation.
New formats are gaining acceptance as well. Look for the following interactive tools to gain prevalence in the marketplace during the next decade:
- Video-On-Demand – An extremely targeted medium. Look for it on cable provider networks such as Cox and Comcast.
- Interactive TV – This format has been falling short of its promises for years, but it is slowly gaining capabilities and acceptance. The timeline is uncertain as of yet, but marketers such as Burger King, Discover Card and BMW are currently experimenting with the format.
- Cell Messaging – Cell phone users normally answer all of their text messages. As long as marketers obtain permission and do not spam, this format could prove to be beneficial in the future. The exciting area goes beyond current text messaging capabilities. Soon, video and Flash-based communications will be delivered in mass via cell phones.
My message is simple. Do not rely solely on traditional media. I have preached this from my pulpit many times. Interactive media works and is quickly displacing traditional media. Although I feel there will always be a place for traditional media, the landscape is changing. In order to be competitive, marketers will need to learn how to master these new formats. As I always say, interactive works, it’s more cost effective, and it provides the most accurate performance metrics available today. Learn how to use these tools now or find an interactive agency that can help. Do not wait and become a dinosaur in the marketing profession - that is, unless you want to retire.