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The Future of
Interactive Marketing
– By Small Business
Resource Ltd
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On Predictions
“It’s hard to make predictions, especially about the
future.”
Yogi Berra
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Interactive Marketing
“The promise of the interactive paradigm lies it its
ability to put a more human face on marketplace
exchanges without losing the scale economies of
mass marketing.”
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Interactive Marketing
Why is the World Wide Web simultaneously the most
global and the most local medium ever developed?
What implications does this have for the future of
Internet marketing?
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Internet Marketing
“Access to the Web remains an issue, the quality of
most interactive content is poor, and more people
shop at Marks & Spencer in a given week than have
ever surfed the Web.”
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Internet Marketing
“Accept the fact that every company will have a Web
site. But don’t assume this site is going to be a key
marketing venue. A corporate Web site is an obvious
place to provide brochures, annual reports, all kinds
of useful information. If consumers can easily find
their way to the information they desire, the web site
is successful.”
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Internet Marketing
“The corporate Web site is for communication
initiated by the customer. The marketing Web site is
for communication initiated by the company.”
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Internet Marketing
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“Companies that want to keep up with a marketingdriven site have to put forth as much effort as a major
daily newspaper. Frankly, most of them are unable to
do it.”
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Internet Marketing

“There is a real danger that, caught up in the
excitement and hype of a new technology, marketers
will once again let attention to the short-term and
tactical overwhelm consideration of the long-term and
strategic. In the new world of interactive marketing,
tactics often precede strategy.”
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Internet Marketing

The interactive marketplace moves toward
relationships based on tailored product offerings and
messages. Marketers must stop thinking of marketing
as persuasion (one-sided communication). They must
develop a new set of conceptual skills related to
database analysis--skills that permit the design of
customer-specific product offerings and messages.
They must learn how to communicate with customers,
listening to them as well as sending messages to
them.”
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Internet Marketing

“Marketing as a separate function must give way to a
set of customer-driven processes, some of which may
be performed by strategic partners in areas such as
Web site design and management, order fulfillment,
database management, and credit.”
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Internet Marketing

“The dynamics of the Internet are changing daily,
and therefore today’s perfect solution will be
outdated tomorrow. Because of the rate of change,
merely reading about this stuff is useless; you’ve
got to be a pioneer.”
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Internet Marketing

“What can we do to maximize the chances that we
will be among the first to understand the Internet’s
potential for doing things no one is currently
thinking about?”
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Internet Marketing

“The Web is new, and our response to it has not
yet hardened. That is a large part of its appeal. It
is something half-formed, growing. Larval. It is
not what it was six months ago; in another six
months it will be something else again. It was not
planned; it simply happened, is happening, the
way cities happened. It is a city.”
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Internet Marketing

“Flow is what happens during network navigation
when consumers find themselves interacting with a
seamless sequence of responses, having fun,
becoming totally absorbed in the interaction, and
enjoying the experience enough to want to do it
again and again.”
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Internet Marketing

“When consumers are in flow, they are more likely to
remember your brand and your company and to feel
good about both. They are more likely to come
back, visit again, and engage in a desired marketing
response.”
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Internet Marketing

How can you go about creating “flow?” Can you
think of any sites out there that play off of and
even actively encourage flow?
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Internet Marketing

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Where do we go from here? What do you expect
to find on the Internet in one year? Five years?
How do you expect your work life to change based
on the Internet? Your home life?
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