Marketers need to integrate their interactive marketing strategy, joining the dots between “connection points” with customers, director of Saatchi & Saatchi AtPlay’s Uwe Gutschow has told South Africa’s Biz Community site.

Interactive marketing sees the customer co-create content to generate ‘my media’ in lieu
of old-style ‘mass media’ – but it must be used correctly to be effective.

Marketers now need to be doing the work that was delegated to ‘creatives’ in days gone by, pinpointing points of connection and working out how to have a conversation with the customer.

Engaging people and having an honest conversation is critical, Mr Gutschow argues.

But structured and artificial dialogues in which the company tries to push the conventional marketing ‘message’ are counterproductive, with sales benefiting from a real relationship which relies on trust.

Products can then be refined by consumer interaction, as when Saatchi & Saatchi took the Peugeot 107 to MySpace and gave young people the opportunity to dictate their preferences.

If you shape your product to your consumer, you are mirroring the interactive experience by making design and production itself interactive.ADNFCR-8000151-ID-18087881-ADNFCR

Related Topics: General Marketing