Interactive Marketing

The Internet has facilitated an evolution in the way in which organisations market their products and services. Marketers have been liberated from the constraints of traditional marketing practices and are now free to engage in conversations with consumers in a personal, one-to-one relationship.

Engaging Visitors in a Conversation

This evolving trend in marketing was first defined by John Deighton at Harvard in the 1990s. He saw that the Internet was allowing marketers to not only engage with customers and address their requirements directly, but more importantly to remember these interactions time and again. Web sites store information about visitor behaviour so that marketers can address these visitors again in a way that illustrates that what visitors have said has been remembered.  

This ability has made it easier for marketers to communicate with customers directly like never before. Arguably one of the best examples of this trend is Amazon. On its Web sites visitors can store their personal preferences for books, films, music and so on, and are provided with information about other products that match these preferences.

Marketers now have information about their customers that is far easier to collect and analyse. They can define, segment and target specific customers with new or related products and services and, in doing so, will become more effective marketers.

Interactive marketing however, is not only benefitting marketing professionals. By enabling customers to engage in a direct conversation with organisations, interactive marketing has given them a greater voice and real power to shape marketing strategies. No longer do organisations have absolute control over messages or brands. That control is shared with customers who can now use the Web to share their experiences of dealing with organisations, good and bad. Marketers need to ensure that this feedback is fed back into their strategies and not ignored. Those that learn from this information and act upon it will be the most successful in attracting more business.   

Lexus

Interactive Marketing in Practice

Lexus the luxury car maker, part of the global Toyota brand, has built a marque that is synonymous with high performance and superior quality. It wanted to create an online presence that reflected these attributes. The aim was to create more than just a functional tool, with sites that celebrated the brand, combining clear and concise text with stunning imagery, while still providing the level of detail required for an automotive site.

Potential customers can now go online and see the whole Lexus model range in detail, supported by a key feature-by-feature breakdown and active graphics to enhance the user experience. This innovative and interactive online showcase allows users to explore the cutting-edge technology employed in the car at close range. User can “virtually” enter the car for a near-real experience achieved through an ‘immersive’ 3D environment.

In addition, customers can read about Lexus technology breakthroughs, register online for newsletters, product updates and test drives, as well as download images, e-brochures and screensavers.

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Toyota Marketing Europe

Interactive Marketing in Practice

Toyota Marketing Europe's new European Web site has an updated visual style and delivers a more engaging, user centred experience. The site showcases Toyota’s full range of vehicles, including the newly launched Auris, as well as providing information on services, company news and events. 

“It is essential we make the most of our Web presence as a marketing tool.  People today conduct most pre-purchase research online, so by making our site as interactive and informative as possible, whilst keeping it easy to use, we can maximise the impact we have on our consumers.” says Karen Peeters, European Manager of One-to-One Marketing at Toyota. 

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