The Future of Interactive Marketing

February 20, 2010

If you’re at all like me, you find yourself very pleasantly surprised when you download a whitepaper, research report or promo brochure from the website of a for-profit organization and it actually has content worth thinking about and passing along to others.

I’ve been remissing in failing to blog about teamDigital’s very fine “PROMOTIONS 2.0: The Future of Interactive Marketing,” which I downloaded last October. Let’s just blame information overload, but my failing means that it is very slightly dated. Rereading it tonight I find it still packed with fresh ideas, clearly illustrated and succinctly stated.

Here’s example #1:

socialmediaisthenewmassmedia

We hear about social media ad nauseum: the notion that it is the new mass media is one that I had not considered.

Number 2:

oldmarketing_newmarketing

Clear and to-the point. One of the key arguments you’ll find in this 32-page PDF file is a strong push on engagement through social media. This idea is not completely new or radical; I just have not seen it so well articulated from other sources.

And #3:

thenewmarketingmix

This slide/illustration really cuts to the chase, and states teamDigital’s proposition most succinctly. You’ll catch the point here. I do recommend that you download the whole PDF and give it a once-over. It’s an eye opener.

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  • http://teamDigital.com Robert Redmond

    Some new additions to those numbers that we’re spreading around in our evangelism: it’s now 400+ million Facebook users and 1 in every 4 US internet page views is FB, that’s HUGE. But even more so with the integration of the social experience in daily utilized devices (like the connected Vizio TVs or Sony’s Dash, or mobile phones… et al) we as consumers are even more reachable than ever and we’re interested in your messaging, if you’re using that social, peer based channel to reach us.

    Thanks for noticing our word, and helping spread it.

  • http://www.jonathanball.com Jonathan Ball

    This first graph is utterly misleading. There are hundreds, if not thousands of well-known magazines and a handful of social media sites, for one, and these social media sites are not targeted at particular consumers (or otherwise self-selecting their customers) in the same way that People magazine does. Not that Facebook is not clearly more popular than People, but that the comparison is meaningless as a basis for any significant conclusion.

  • http://www.jonathanball.com Jonathan Ball

    A proper comparison chart would have to show us the numbers for social media vs. television vs. print media vs. etc.

  • Tom Gallienne

    Hey, hey!

    Thad, it was a pleasure to see your name pop up during some research effort this afternoon.

    I did look into the teamDigital material.

    The following study will corroborate a factoid or two:

    http://pewsocialtrends.org/pubs/751/millennials-confident-connected-open-to-change

    And, further, within the news media world, see a report that might help steady the head-shift about how to re-engage with news readership. This Pew research was published this week:

    http://pewinternet.org/Reports/2010/Online-News.aspx

    Recently, I had encountered one or two former newspaper managing editors; consulting with ones still holding positions, about the impact of “ubiquitous participation” and user-generated content (UGC).

    Related in new media space, here’s an interesting Toronto/New York-based firm called Filemobile with a strong portfolio in social marketing campaigns:

    http://www.filemobile.com/blogpost/2091208-6-Tips-to-Attract-Great-UGC?utm_source=mailclient&utm_medium=email&utm_campaign=newsletter

    If the former gets truncated:

    http://newsletter.filemobile.com/2010/03

    You will notice at least one one entry describing how social marketing is helping in the magazine publishing world.

    I mention Filemobile because you may wish to know of their offerings as part of your efforts to help publishers re-position themselves.

    Maybe teamDigital can use their technical services to assist clients in Connecticut and the broader New England market.

    And, from last summer, here’s the 2009 Razorfish Digital Outlook Report.

    WATCH OUT, it’s a 9MB PDF download:

    http://d27vj430nutdmd.cloudfront.net/4837/13617/13617.pdf

    … … …

    Hope you find the material useful.

    Have a great day on the West coast!

    T.