So much thought, discussion and effort in the marketing world is focused on acquiring new customers. Coming up with the next disruptive, attention-getting idea to convert prospects is almost an endless obsession for agencies and advertisers alike. Because it’s where a lot of the fun, shiny, creative work happens, it’s no wonder that so much time is spent there. But anyone with basic business knowledge knows that it’s a lot cheaper to keep the customers you have than acquire new ones. This article discusses how interactive media is uniquely suited to maximize opportunities to grow your business after the sale.

The Real Opportunity is After the Sale
The full potential of interactive marketing isn’t really realized until after the prospect has engaged with the brand, and somehow opted to participate, for example by asking to receive email communications, by becoming a fan of the brand on a social network, by using branded web services, and so on. There are a few reasons for this. First, once the customer has opted in, the brand communications and services become welcome information rather than intrusive annoyances. Second, most often customers have provided some personal information that allows for more targeted, relevant expressions of the brand to be made in the right place, at the right time, which increases the perceived value of the brand measurably. Third, because the customer has chosen to engage with the brand, it becomes much less costly to communicate with them because they have requested that the information come directly to them, rather than the brand having to cast a wide net and compete in a vast arena of stimuli to get someone’s attention, as is typical on the acquisition side.

Building a prospect and customer database is essential in today’s business environment. If you are not actively trying to build your database, then most likely you are falling behind your competition. Although it may seem challenging to build a legitimate permission-based database, leveraging email marketing could be one of the most cost-effective solutions available today.

Within the last few years the majority of businesses in the United States have become aware that the Internet can do more than just support a web presence. Today, it seems that most marketing level executives, down to individual business owners understand there are ways the Internet can be leveraged to support their business goals. This newfound awareness is the basis for the explosion in demand for interactive lead generation.

Trends in interactive media is always an interesting topic. The interactive space is dynamic and constantly evolving. Once a tactic becomes proven in the marketplace, a hot new method bursts onto the scene.