What the difference between advertising and marketing?

This can be explained with the metaphor of fishing,

applying that advertising is the event or medium, but
marketing was the strategy.
With regard to fishing, u can grab a pole and hit a lake
today and see what u catch. That’s advertising… waving a
worm and seeing who bites.
Marketing, on the other hand, is the professional
fisherman who researches the fish, the bait, the
temperature, the weather, the season, the water, the depth,
etc. By charting and analyzing, this fisherman is able to
catch bigger and more fish by constructing a strategy.
Interactive Marketing refers to the evolving trend in
marketing whereby marketing has moved from a
transaction-based effort to a conversation. The definition of
interactive marketing comes from John Deighton at
Harvard, who says interactive marketing is the ability to
address the customer, remember what the customer says
and address the customer again in a way that illustrates that
we remember what the customer has told us (Deighton
1996).

Interactive marketing is not synonymous with online

marketing, although interactive marketing processes are
facilitated by internet technology. The ability to remember
what the customer has said is made easier when we can
collect customer information online and we can
communicate with our customer more easily using the
speed of the internet. Amazon.com is an excellent example
of the use of interactive marketing, as customers record
their preferences and are shown book selections that match
not only their preferences but recent purchases.

Plan
The planning stage of an effective Interactive
marketing plan is a crucial, but often ignored, step to
ensuring the desired outcome.
Plan Basic steps
1. goal of the campaign
2. which people we want to attract
3. What are the Strengths, Weaknesses,
Opportunities and Threats (SWOT
Analysis) associated
4. statistics or research supporting
goals / objectives

Accumulate
1. After the objective and goals of the
interactive marketing plan have been
established, the next step is the
accumulation of materials and content for
the campaign
2. Once the type of content has been
determined, an evaluation of where that
content will come from is the next step.
Activate

1. With a marketing plan in place and the

content for the campaign completed, the
next step is to activate or promote the
campaign to the consumer.
2. start to determine what forms of
marketing and
promotion offer the most beneficial
results.

Measure
1. Once your interactive marketing plan
has been launched, it is essential that the
campaign be tested, measured and
optimized
2. Without a comprehensive measurement
plan even the best interactive marketing
plans will not deliver the necessary
results.
The characteristics of interactive
marketing
1. From push to pull.
Traditional media such as Print, TV and
Radio are push media, a oneway street
where information is mainly unidirectional,
from company to customer unless direct
response elements are built-in.
In contrast, the web is an example of a
pull media. This is its biggest strength
and its biggest weakness. It is a strength
since pull means that prospects and
customers only visit a web site when it
enters their head to do so But this is a
weakness since online pull means
marketers have less control than in
traditional communications where the
message is pushed out to a defined
audience.

2. From monologue to dialogue.

provides the opportunity for two-way
interaction with the customer.. A web site,
interactive digital TV and even a mobile
phone all enable marketers to
enter dialogue with customers.These
dialogues can enhance customer service,
deepen relationships and trust and so
build loyalty

3. From one-to-many to one-to-some and

one-to-one.
 Traditional push communications are
one-to-many.
With new media ‘one-to-some’ –
reaching a niche or micro-segment
becomes more practical – e-marketers can
afford to tailor and target their message to
different segments through providing
different site content or e-mail for
different audiences through mass
customisation.
We can even move to one-to-one
communications where personalised
messages can be delivered according to
customer preferences.

4. From one-to-many to many-to-many

communications.
New media also enable many-to many
communications. Here customers can
interact with other customers via your
web site or in independent
communities.
The success of online auctions such as
eBay also shows the power of many-
tomany
communications.
5. From ‘lean-back’ to ‘lean-forward’.
New media are also intense media – they
are leanforward media in which the web
site usually has the visitor’ s undivided
attention. This intensity means that the
customer wants to be in control and wants
to experience flow and responsiveness to
their needs. First impressions are
important. If the visitor to your site does
not find what they are looking for
immediately, whether through poor design
or slow speed they will move on, probably
never to return.

6 The medium changes the nature of

standard marketing communications tools
such as advertising.
In addition to offering the opportunity for
one-to-one marketing, the interactive
marketing can be, and is still widely used
for one-to-many advertising.

7. Increase in communications
intermediaries.
If we consider advertising and PR, with
traditional media, this occurs through a
potentially large number of media owners
such as TV
and radio channel owners and the owners
of newspaper and print publications such
as
magazines. In the Internet era there is a
vastly increased range of media owners or
publishers
through which marketers can promote
their services and specifically gain links to
their web
site. Traditional radio channels,
newspapers and print titles have migrated
online, but in
addition there are a vast number of online
only publishers including horizontal portals

8. Integration.
Although new media have distinct
characteristics compared to traditional
media, this does not mean we should
necessarily concentrate our
communications solely on
new media. Rather we should combine
and integrate new and traditional media
according to
their strengths. We can then achieve
synergy – the sum is greater than their
parts.
OBJECTIVES FOR INTERACTIVE MARKETING COMMUNICATIONS

(1) Use online and offline communications

to drive or attract visitors traffic to a web
site- This
process is commonly referred to as traffic
building.
Examples of SMART traffic building
objectives:
• Generate awareness of web offering in
80% of existing customer base in one
year.
• Generate awareness of web offering in
each market within 1 year.
• Achieve 10,000 new site visitors within
one year.
• To convert 30% of existing customer
base to regular site visitors.
(2) To use on-site communications to
deliver an effective message to the visitor
which helps
shape customer behaviour or achieve a
required marketing outcome-.
The message delivered on
site will be based on traditional marketing
communications objectives for a
companies
products or services. For example:
• to create awareness of a product or
brand;
• inform potential customers about a
product;
• encourage trial;
• persuade customer to purchase;
• to encourage further purchases
3) To integrate all communications
methods to help achieve marketing
objectives by
supporting mixed-mode buying.-
Examples of mixed-mode buying
objectives.
• To achieve 20% of sales achieved in the
call centre as a result of web site visits.
• To achieve 20% of online sales in
response to offline adverts.

• To reduce contact centre phone

enquiries by 15% by providing online
customer
Services
Interactive Marketing vs. Internet
Marketing
As with all terminology, the descriptive
words ‘interactive’ and ‘internet’ mean
two, slightly different things when applied
in a
marketing sense.
Interactive Marketing refers to the
evolving trend in marketing whereby
marketing has moved from a transaction-
based effort to a
conversation.
Internet marketing, also referred to as
online marketing or Emarketing, is
marketing that uses the Internet.
The interactive nature of
Internet media, both in terms of instant
response, and in eliciting response at all,
are both unique qualities of Internet
marketing.

Interactive Marketing Solution-

Overview

marketers seeking to make shift to

interactive marketing and conquer the
inbound-outbound, online-offline, anytime-
real-time world in which we live meet the
four fundamental requirements to engage
in interactive marketing:
• ·Customer awareness: the key to
listening is the ability to capture what
a buyer is saying – both explicitly and
implicitly – and to process that
information to determine what to say
next. Unica’s solution gives marketers
the ability to leverage each customer’s
profile, online and offline behavioral
history, and present situation to
identify actionable customer insights,
alerting marketers to potential
customer opportunities and predicting
marketing outcomes·
• Centralized decision: Unica’s
centralized decision capabilities
provide a marketing “brain” that drives
consistency while determining the best
next communication for each
customer, providing a personalized
experience across both inbound and
outbound channels ·
• Cross-channel execution: to keep
up with today’s consumers, marketers
 need to communicate through all
channels with equal ease, and manage
conversations that continue through as
many interactions as necessary; Unica
gives them the tools to do this
• Integrated Marketing Operations:
making interactive marketing work
requires managing multiple “moving
parts” and smooth collaboration across
many disparate groups throughout the
marketing organization; Unica’s
solution makes marketing operations
an integrated part of the way
marketers work

Interactive Marketing Solution-

Benefits
marketers can embrace and adopt
interactive marketing, enabling them to:

Build better relationships with

customers by engaging them in ongoing,
responsive dialogues, rather than just
blasting them with messages
Improve marketing results by more
quickly gaining key insights into
customers and prospects and acting on
them
Increase the accountability of
marketing investments by more closely
tying each individual marketing initiative
to end results
Reduce costs by improving and
automating many marketing processes
and reducing waste through better
visibility into and management of
marketing activities