Marketing Profs

Traditional advertising is a one-way street. And so, in today's interactive world, it might be time to pull back on some traditional advertising. Nowadays, allocating financial resources into channels that might be used to interact with consumers, so that they can be engaged more meaningfully, is a top priority.

The beauty of Web 2.0 is that companies of all sizes can take advantage of adding some new Internet-based social media to their marketing mix.

Using entertainment via interactive marketing is one way to get attention, create excitement and buzz, and connect with consumers. Smart marketers are using interactive media to blur the lines between traditional advertising and entertainment, engaging consumers with brands at a deeper level.

Consumers understand they are being marketed to on Internet sites, but if their online brand experiences are memorable ones, they are likely to have a positive response.

Besides, there is a perceptive difference between being bombarded by advertising vs. being invited to interact and to have a potentially enjoyable experience all at the same time, isn't there? What delivers enjoyable experiences better than entertainment?

As long as the marketing message is cohesive, companies can commit to experimenting with new media, and then work with it consistently after honing in on what works for them.

Companies of all sizes can consider at least a couple of these interactive vehicles:

• Blogs
• Podcasts
• Online videos
• Advergames

Interactive marketing vehicles should always be aligned with the traditional advertising mix companies are already using:

• Print advertising
• TV spots and/or radio spots
• POS displays
• Wireless promotions
• CD-ROMs
• Kiosks
• Consumer-facing literature

No matter what the traditional marketing mix looks like from company to company, a cohesive brand message is a must.

Though it's scary for some marketers to cede some of the control they have over their brands, it's time to step back, take a deep breath, and view doing so as a real opportunity. Fact is, consumers have been steadfastly taking control of brands, opining on blogs, and engaging in word of mouth (WOM) for some time now anyway.

Marketers have to understand that they are increasingly sharing ownership of their brands, so it's time to get closer to the customer.