Build a Skyscraper of a Database Using Interactive Media
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.
During the 20th century, marketers used an “interruption marketing” method to attract customers. Through this method, the advertisements would “interrupt” or intrude on the activity an individual would be interacting with. A classic example is the standard 30-second television commercial that appears in the middle of a television show. Today, to bypass this interruptive form of advertisements, the DVR (Digital Video Recorder) feature is extremely popular since more people are experiencing scarcity with their most precious resource time and can just fast-forward through these interruptive commercials. Due to the plethora of marketing messages, people are using filtering techniques now more than ever.
The 21st century approach, or permission-based method allows people to choose which messages they want to hear and when. This increases the likelihood that they will inquire more information when an anticipated marketing message is delivered and is relevant to their interests. In order to gain their trust through permission-based messages, you have to ask for it and this is where the challenge lies. The most effective method to gain permission on a large scale basis is through interactive media.
There are a variety of new media tactics to acquire permission. One of the most common and effective is to ask website visitors to subscribe to news and information through a simple opt-in form. This can be extended through viral marketing tactics such as “forward-to-a-friend” (once you deliver email communications) that enables you to gain permission from the friends of those whom you acquired permission from in the first place. This is another highly effective technique as a subscriber’s friend is most likely to have the same interests, especially when their friend is recommending that they view a particular marketing message.
One of the most interesting acquisition tools that I’ve been recommending to clients is disc-based media (CD-ROMS and DVDs). One of the most intriguing features of this tactic is the ability to control the user’s experience in it’s entirety (there isn’t a Google search bar ready to take your user away from experiencing your brand). Through this controlled environment, the user can be effectively directed to opt-in forms. And with the proper incentives, additional self-reported profile data can be acquired. Through this approach, some of our client projects are showcasing impressive results such as email acquisition rates of up to 40%, and mobile number acquisition rates of up to 20%. This particular tactic (utilizing physical interactive media) is often over-looked by marketers and even interactive agencies, because only a few truly understand how to produce a quality interactive application for this medium. I rarely “sell” my own company in my newsletter articles but since we are one of those few agencies that actually can deliver this particular tool along with great results, please email or call us for more information.
There are many other tactics through interactive media to help build a large permission-based database. Rich media ads, co-registration, online sweepstakes and contests are a few other highly effective tactics. The 21st century is all about gaining permission. The best way to gain this trust is through interactive media. Consult an expert to formulate a strategic plan on utilizing a variety of tactics. Once your efforts begin, you may be surprised how quickly your database grows.
