Implication for Interactive Marketing Strategy

Web 2.0 represents an enhanced level of user sophistication. Users who are subjected to an almost endless stream of messaging of widely varying quality and credibility have to develop instant radar for authentic and credible communication . Also, users are becoming accustomed to authoring and personalizing their own experience and using multiple online channels to access the kinds of experience they’re looking for.

The advent of Web 2.0 and its technology has broad implications for interactive marketing strategy.

Consumers who are sophisticated about messaging (and if they’’re not now, they will be)
will make quick judgments about what is, and is not, meaningful to them.

To create an interactive marketing strategy that will reach them, delivering personalized, down-to earth, individually targeted messages is a must.


Generic, broadly targeted messaging that might have worked when the outbound messaging communication bar was set relatively low isn’’t going to cut it in a competitive information marketplace.

If your message isn’’t meaningful to your consumer, it will likely be ignored altogether.
Your interactive marketing strategy should also consider taking advantage of the
multiple distribution channels online, including RSS feeds, podcasts, video seminars,
search engines and blogs.

Your customers are likely to be scanning for the information they’’re looking for (and if not now, they will be) by searching RSS and podcast feed aggregators, blogging sites, video sites, and product and service reviews. If your information appears in one of these channels, it stands a good chance of showing up in Google, Yahoo! and other search engines. If not, you should look into optimizing your content for search engines as well.

Source:Pamela Lund, CEO PL Interactive, Inc