Interactive Marketing: Are You Jumping Onboard

Training companies are all about technology and looking for new ways to increase learning.  However when it comes to using technology to enlarge their own marketing reach, they often are a step behind.  During Colloquium yesterday, Elizabeth Shaw, social and emerging media analyst, Forrester, gave training leaders an in-depth tutorial on why interactive marketing matters and how they can use it to grow their businesses.

Internet-enabled marketing channels create a dynamic and/or two-way dialog with your customers.  By 2014, Forrester projects that interactive marketing will top $55 billion.  Three out of four Americans already use social technology.  And, just one in six companies will be absent from the social media landscape by year’s end. Dell has attributed more than $6.5 million in revenue directly to Twitter alone.



Shaw told attendees that before they jump into interactive marketing, they need to stop, look and listen, and then follow the POST approach:

• People – access your needs, expectations and social activities.


• Objectives – decide what you want to accomplish.


• Strategy – plan for how your relationships with customers will change.


• Technology – decide which social technologies you want to use.

What’s new “thing” in interactive marketing, according to Shaw? 

1. Tablets and apps: 82 million consumers will have tablets by 2015.


2. LBSNs (location-based social networks): used to get local customers in the door and to reward loyal customers.


3. Social games: to gather more fans and get them to be more loyal to the company’s social networks

“Marketing is now a dialog,” said Shaw. “Emerging channels are creating new opportunities for marketers.”