INTERACTIVE MARKETING

Don’t even get us started on spam.

Any respectable brand seeks quality over quantity. But how do you create a quality relationship – a devoted customer, a loyal reader, a raving fan – on the Internet?

This is where the Internet isn’t all too different from retail or one-on-one marketing. It’s about the experience – the dozens of tangible and intangible factors that ultimately gel in the customer’s head as a brand impression. Relationships online and off weave their way along a path with some essential waypoints:

• Intrigue
  Do prospects find your brand truly interesting?
• Courtship
  Do you actively pitch woo to your customers?
• Commitment
  Do customers consciously choose your company over others?
• Fidelity
  Are customers married to your brand?
• Procreation
  Do customers actively share your brand?

Ahem, is this discussion still about marketing? Yes. Moreover, we’re talking about a way of using interactive marketing to deliberately move your customers further along the relationship continuum.

Next :: User interface design