Marketing News – Oct 1, 2006 Issue
By Jackie Peters
Chief Creative Officer, Multi-Media
Heavybag Media (New Haven, CT)
The latest lingo is always good to know. However, when terms get overused they can get misinterpreted. Interactive Marketing is term that is getting a lot of lip service lately. However, as integrated marketing schemes blur categories, marketers need to redefine "interactive."
Consider "interactive" in terms of the broader definition of the word. As a marketing strategy "interactive" is a two-way relationship. Interactive marketing should sponsor voluntary participation from the consumer to interact with a message. When implementing an interactive marketing strategy, the goal is to create the most effective program to encourage consumer involvement.
The "Silent Hill" movie poster has spawned a grass-roots interactive marketing campaign. Artisits are responding to the posters by filling in the blank space where the girl's mouth should be. Artisits are filling in thespace with everything from goofy mouths to political statements. Mark Shoolery, from Shoolery Design, the agency behid the poster is "thrilled that the design has triggered such a wave of attention." And so he should be.
Emily Henderson, our Art Director, is notorious for doodling in our status meetings. Introducing a new weekly feature on heavyBlog: Status Meeting Doodles! Enjoy!
