The Interactive Marketing Process on the Internet
Step 1
Segment and identify potential customers. Initial market research done
by reaching relevant groups (Web servers, listservs, newsgroups).
Step
2 Create promotional, advertising and educational material. Web page
with multimedia effects (audio and video). Product information and complementary
products, order forms and questionnaires.
Step 3
Put material on customers' computer screens. Push-based marketing: direct
marketing using newsgroups, listservs and e-mail. Pull-based marketing:
indirect (static) marketing using Web pages.
Step 4
Interact with customers. Dialogue with the customer through interactive
discussion about various features offering endorsements, testimonials, questions
and answers.
Step 5
Learn from customers. (Repeat customers are 80 percent of the customer
base.) Incorporate feedback from customers in advertising and marketing
strategy. Identify new markets, using experience in new product development.
Step 6
Provide online customer service.