Interactive Marketing Presentation Example

Introduction

Mobile marketing is no longer an emerging issue in contemporary society as more and more companies continue to adopt mobile-based marketing strategies. Interactive marketing is at the center of mobile marketing and allows companies to reap its immense benefits. Mobile connectivity makes it easier for the organization to collect feedback from their customers and refer to it when adjusting their marketing strategies in interactive marketing. The Better Drinks Co can utilize interactive mobile marketing strategies to further its international expansions.

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Slide. Branded mobile apps

Branded apps are an interactive marketing technique that The Better Drinks Co can use to expand its brand awareness. Branded apps involve mobile phone applications that display a brand image usually in the form of a picture, logo or a brand icon. The Better Drinks Co can make branded apps for each of their prominent brands depending on their target market. A major strength of using branded apps is their high level of user engagement. The apps can be tailor-made to involve both visual and auditory information all of which enhances the interaction of a user with a brand. Zhao & Balague (2015), performed experimental design research that concluded that branded apps are highly persuasive and increase interest towards a specific brand (p.306). Furthermore, Internet-based branded apps allow an organization to collect real-time feedback from customers. Notable demerits of using branded apps include their heavy reliance on computer infrastructure. If The Better Drinks Co chooses to use them, a dedicated section of the marketing department has to be set up to manage the collected feedback and address consumer concerns lest the apps create a platform for negative consumer influence.

Slide. Wonderful pistachios/memes

Memes and other wonderful pistachios form a significant form of contemporary interactive marketing. Marketers have employed memes and catchy phrases for many years with some memes getting known in global scales. For instance, Wendy's uses a famous tagline; "Where's the beef?" that is known across all divides where the company has the brand presence. Unlike in the past when marketers had to spawn for pistachios and memes, they can easily surf for them in today's world (Kirby, 2013, p.86). The major advantage of using memes and pistachios is that the strategy allows crowdsourcing. As people share the memes and use the catchphrases in their informal conversations, they inherently spread the awareness of a brand. However, memes and pistachios require market intelligence to gauge the presence of a brand in a market. According to Kirby (2013, p. 88), "Entertainment evoked before the consumer is aware of the brand being advertised reduces purchase intent." Therefore, the Better Drinks Co has to dedicate resources into market research, promotion and brand campaigns into previously unexploited markets for memes and pistachios to work as effective interactive marketing strategies.

Slide. Mobile ads that work

Designing mobile ads that work calls for a great understanding of consumer behavior. Consumer products fall into two broad categories; hedonic and utilitarian products (Stephen et al., 2013, p.1). The categories dictate the effect that a mobile ad will have on a person. The products are further divided into low and high involvement depending on their role in need fulfillment and impact on quality of life. For example, basic goods such as food and clothes are utilitarian and low involvement. Pop up mobile ads for these products have a greater audience than those for hedonic products since virtually every person uses the utilitarian goods. This principle works best for The Better Drinks Co since the products are utilitarian yet require low involvement. The ads for utilitarian products increased attitude and purchase intention by 4.5% and 6.7% respectively (Stephen et al., 2013, p.1). The major strength of making mobile ads that work is that they cause customers to revisit preexisting facts about a brand and make a purchase decision.

Slide. Mobile discounts based on distance and time

Smartphones offer features such as location and geotagging. Companies can utilize these features to establish a marketing technique that offers discounts to consumers based on their location. Prominent companies such as H&M and Gourmet groceries provide discounts to customers who are within a specific vicinity of a store (Fang et al., 2014, p.30). The strategy sends discounted offers to consumers provoking them to alter their buying behavior to make use of the discounts. The Better Drinks Co can make geo-based discounts to penetrate previously unexploited markets. The strategy may work as a market entry technique since it will notify consumers of a new discounted product that serves the same purpose as already existing products in the consumer market. However, time-based discounts work best when the specified period is reasonably soon, and thus consumers make spontaneous purchases before the offers close. The primary benefit of geo-based discounts is that it unearths new markets and attracts new customers to a brand. However, an organization has to critically assess the market to settle on the areas where the offers would cause optimum benefits.

Slide. Mobile Phone Coupons

More than 96% of the world population is connected through the use of mobile phones. Unlike traditional media channels that appealed to consumer groups as a unit, mobile phones allow organizations to focus on a particular customer. Mobile phones provide a highly personal medium, and marketers can elicit immediate responses or offers in the form of m-coupons (Danaher et al., 2015, p. 711). The coupons are tailor-made discounts sent to a customer as a text message or site notification. They have a definite expiry date and have to be redeemed before that date. The Better Drinks Co ca utilize m-coupons because they are quick to disseminate and are relatively inexpensive compared to conventional marketing strategies. Furthermore, m-coupons are adaptable and can be focused on specific market segments where The Better Drinks Co experiences low brand awareness. A fundamental weakness of m-coupons is that they require intensive planning to set their face value and expiration date to ensure positive influence and deliver coupons at convenient locations to positively influence consumer behavior.

Slide. Geo-Conquesting

Mobile phones allow organizations to perform geo-conquesting through interactive marketing techniques. While an organization would opt to promote consumers who are near its location, because the consumers would take up the offers more readily due to low travel costs, mobile promotions have immense potential to fight competitors (Fong et al., 2015, p. 726). Mobile technologies are not limited by geographical location, and an organization can maintain market presence right in the competitors' strongholds. Geo-conquesting happens where location targeting wins off customers from the competitor brands. The Better Drinks Co faces intense competition in international markets and requires strategic marketing methods to achieve an edge over her competitors. Mobile based technologies allow a seamless exchange of information between the potential customers and the firm regarding products and pricing. The techniques virtually promote a brand and create market awareness before actual shipping and setting up of stores in other countries. A fundamental weakness of the geo-conquesting strategy is its reliance on experimental designs since markets are distinct and thus the organization has to undertake research and make independent strategies for its target markets.

Slide. Hyper-contextual targeting, Crowdedness

Targeting strategies make use of information such as time and location to formulate discounts that appeal to specific consumer groups. However, the strategies employ one factor at a time while hyper-contextual targeting presents an integrated model that incorporates more than one element (Andrews et al., 2015, 219). Hyper-contextual techniques allow organizations to not only gauge the proximity of customers to their stores but the density of the customers and their spatial proximity to one another. The Better Drinks Co can utilize this strategy to identify promising markets and direct marketing resources based on the pool of potential customers. Understanding the crowdedness would allow The Better Drinks Co to appeal to a hyper-contextual dimension in a crowded external environment and address endogeneity in selection. The notable weakness in hyper-contextual targeting is its reliance on behavior that can lead to spatial limitations in the environment that can limit the options available for consumers (Andrews et al., 2015, 220).

Conclusion

Interactive marketing techniques allow organizations to traverse vast geographical areas and communicate with customers in real-time. The Better Drinks Co should adopt interactive technologies to collect feedback from the international markets where there is a limited brand presence and in turn, use the information to make future marketing plans. Mobile phones have particularly made it easy to perform interactive marketing due to their prodigious capabilities and presence in virtually all civilized societies. Organizations should, however, evaluate their marketing plan, conduct research and employ market intelligence to identify the best strategy for their business model.

References

Andrews, M., Luo, X., Fang, Z. and Ghose, A., 2015. Mobile ad effectiveness: Hyper-contextual targeting with crowdedness. Marketing Science, 35(2), pp.218-233.

Danaher, P.J., Smith, M.S., Ranasinghe, K. and Danaher, T.S., 2015. Where, when, and how long: Factors that influence the redemption of mobile phone coupons. Journal of Marketing Research, 52(5), pp.710-725.

Fang, Z., Luo, X., Andrews, M. and Phang, C.W., 2014. Mobile Discounts: A Matter of Distance and Time.

Fong, N.M., Fang, Z. and Luo, X., 2015. Geo-conquesting: Competitive locational targeting of mobile promotions. Journal of Marketing Research, 52(5), pp.726-735.

Kirby, J., 2013. Creative That Cracks the Code.(cover story). Harvard business review, 91(3), pp.86-89.

Stephen, A.T., Yakov, B. and Sarvary, M., 2013. Making Mobile Ads That Work. Harvard Business Review.

Zhao, Z. and Balague, C., 2015. Designing branded mobile apps: Fundamentals and recommendations. Business Horizons, 58(3), pp.305-315.