Welcome to the Interact Congress Blog. We have invited some leading European guest bloggers to share their observations on interactive marketing and communication skills within the integrated experience. The blog also offers you a first opportunity to interact with your peers.

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Tuesday, 1 February 2011


Digital strategy cards
photo by PlanToo46's  http://www.flickr.com/photos/55260169@N07

I am amazed all too often when I hear people through organizations talking about digital and digital strategies. There is an obsession with “doing stuff” and people keep asking for “a website”, a “Facebook page” and search optimization. These seem to be seen as strategies.

In a talk I did a while ago on Digital Fundamentals, I spoke about how to approach the whole digital space. To review those 10 tips and ideas you can watch it on SlideShare via the blog (click here) or download a PDF (click here)

But to make it even simpler, there are for me 3 key considerations for any brand or company as they think about digital and its role in their mix:

1.       Ensure any consumer/ customer/ KOL looking for your brand/ company online will find it - and get what they are looking for. If they seek they should find what they want!
1.       This means that you need to gout and find out what it is that they want and ensure you have it online, most likely via a website. It may be very simple: all they want is your contact details, or maybe to get a sample. Make sure you understand what they want, as you may find a one page site is all you need. Avoid copying what your competition does, as they may be doing what they think people want, not what they want.

2.       Ensure that your brand/ company is present where your core target consumers/ customers/ KOLs are and are interacting online. Fish where the fish are!
1.       In many ways, this is probably the key one. You need to be where people are. You need to “fish where there are fish”. Too many people focus on building destinations, rather than having content or ads where people are. The same as when you do a TV ad to communicate, you place it in the right place where your target is – you do not build a TV station and  invest on getting people to come to the channel…

3.       Increasing the amount people spend with you or on you by finding the ones who really like you, and use CRM to get them to buy more, come more often and stay loyal and cross purchase to make the investment worthwhile. You can find the best prospects and keep them on-board.

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