Technology Impact using Multi-Channel Marketing as Example

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Technology Impact

A triangular relationship exists between communication channels, brands and Us, the audience, the customer. The choice of communication technology is the key to building a successful brand relationship with any given consumer. But do not leave it to the technologists to advise you on how to creatively bring your brand to market. They just want to sell you their technology. Given new technology, channels of communications are evolving at a speed that no one can keep up with. Our research supports this view.

One of the significant trends in consumer marketing is the emergence of multi-channel marketing of products and services. Organizations are using direct channels such as the Internet and catalog channels and other channels such as brick-and-mortar environments, either to seamlessly integrate their offerings across all channels or to use these different channels to segment consumers and implement differential marketing strategies.

Technology - e-mail, e-commerce, the Internet and websites, the cell phone and laptop - are opening up a new world of marketing communication. A fundamental change has occurred and marketers need to rethink their promotional strategies. Today the customer has the opportunity to come to you or your competitor, by accessing your website or sending an e-mail. All relevant information must be accessible and user friendly. It should also be a two way flow.

Ten years ago, the Internet did not even exist as a marketing communications medium, yet now it is arguably the most powerful communication medium available to business. However the key question is, can the Internet succeed as a medium in isolation, or will its success depend on its integration and support of more traditional marketing communication mediums?

The Internet is now settling down to its reality after all the hyperbole of the late 90s. There is no doubt that in many areas, the Internet provides unique characteristics that other media cannot match. But, we should be conscious that the Internet is simply a content delivery system as is television, radio, and even word of mouth. As technology develops into more and more digital interactive platforms, the relevance of the net may well shift. In basic terms, the net is probably the first truly global content provider and as such, its characteristics, benefits and uses are also global.

The Internet will continue to grow as a powerful marketing communications medium; however it cannot exist in isolation as a stand-alone device. Its power can only be maximized if it is integrated into a company's total marketing communications strategy.

Interactive Voting is one of the most successful revenue generating Interactive TV applications. Voting can be used to encourage first time users to interact with programs and advertising, thus helping viewers become familiar with Interactive TV. News repeatedly drive their audience to interact, adding value to their news service by personalizing news and ensuring viewer retention, while at the same time generating significant revenues from the dial-ups to register viewer's votes.

Voting changes the dynamics of the viewer experience from a passive, one-way communication to a two-way exchange that draws in the audience by allowing viewers to interact with and influence the program. Interactive Voting is a proven first move for both viewers and broadcasters. Viewers are comfortable pressing a colored button to register their vote and can see clearly what this will cost them.
Several market research companies are already using wireless devices to obtain instantaneous feedback from fans at live concerts and performances. The subsequent offerings, e.g., music, songs and volume, etc., are appropriately modified based on customer feedback. Such customer feedback is also very useful in other service settings such as restaurants, theme parks and spectator sports, etc., where attributes of service offerings can be dynamically fine-tuned to match customer expectations.

The wireless devices can be used for dynamic promotion and pricing- electronic coupons as consumers shop, quantity discounts, auction pricing for certain items or bidding against other shoppers.
The use of advanced technologies to complement the more traditional channels can lead to more efficient and effective market communication techniques at significantly ...