Brand Immersion with a Web-Centric Approach

Submitted by Jackie Peters on Sat, 01/06/2007 - 17:09

Marketing News â€“ 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.

Submitted by Jackie Peters on Sat, 01/06/2007 - 17:09

Entrepreneur Magazine eBiz Interview - Part I

Submitted by Jackie Peters on Wed, 05/17/2006 - 13:07

I recently had the pleasure of being interviewed on the Entrepreneur Magazine eBiz Show. We talked about interactive marketing and brand immersion. Here is a transcript from the first segment.

Rob: Jackie, welcome to the show.

Jackie: Hi Rob, thanks.

Rob: So letâ€™s start right out with what is interactive marketing?

Jackie: Interactive marketing is a marketing strategy and itâ€™s designed to encourage your target audience to interact with your marketing message. So this means weâ€™re basically creating a two-way conversation between your brand and your target audience.

Rob: So can you give me just a couple of small examples to illustrate that?

Submitted by Jackie Peters on Wed, 05/17/2006 - 13:07

Brand Immersion

Submitted by Jackie Peters on Sat, 04/01/2006 - 04:08

Brand immersion is the result of an interactive marketing campaign. Encourage your target audience to interact with your brand on their terms, not yours. Give them something useful, something meaningful, something that provides them with entertainment. Content must be useful within the context of how and where it is delivered. Consider mobile content vs. online content. How and when are people using their mobile phones? What is the context? This should determine the nature of the content that gets delivered.

Brand immersion is about pull, not push, it's about encouraging your target audience to become emerged in your brand. Provide them with the tools, information and entertainment that they find valuable, and you will succeed in immersing them in your message.

Submitted by Jackie Peters on Sat, 04/01/2006 - 04:08

iPod as a Marketing Channel

Submitted by Jackie Peters on Thu, 03/23/2006 - 13:29

I've been blogging a lot lately about mobile as an emerging marketing channel. Lately I've been thinking about the iPod, and how underutilized it is. Here we have a somewhat standardized platform, with content delivery pretty well worked out. Content is still filtered through apple, but it's not a "walled garden" like the mobile carriers. It's relatively easy to make your content available. The iPods ship with a few games and simple applications on them. I've found a couple of people out there who are developing new ones. A company called ZappTek makes some business apps, one adds PDA functionality to your iPod, another makes it capable of displaying PowerPoint presentations.

Submitted by Jackie Peters on Thu, 03/23/2006 - 13:29

Brand Immersion

Submitted by Jackie Peters on Sat, 03/04/2006 - 02:45

Brand immersion is the act of integrating your brand into your customer's lifestyle.

It's becoming evident that consumers show preference for brands that engage them on an emotional level. The overarching construct of brand immersion is creating content that people choose to experience. Provide your customers with the kinds of content that they find useful, stimulating or entertaining. By providing this sort of content, you are encouraging your audience to interact with your brand on their own terms. This process allows a connection to form on a real level unparalleled by traditional advertising. One of the best ways to immerse your customer in your brand is to create two-way communication. Encourage participation in the form of feedback, game play, viral marketing and word of mouth marketing.

Submitted by Jackie Peters on Sat, 03/04/2006 - 02:45