TCP-IP: Deriz

Internet provides what conventional marketing channels lack of: interactivity. It enables the creation of emotional attachment on target audience, to be amplified further through mix of conventional channels: TV, radio and print media. The result of the integrated channels might be creating trend or buzz in community. Hence, the term of e-marketing or Internet marketing as we understand today will dissolve as Internet is embedded in every marketing effort.

Interactivity also provides ways for marketers to collect invaluable target audience’s and customers data such as their preferences, values and opinion. Marketers can use utilize these data to provide more values to their product, thus strengthening customer loyalty.

Another benefit from Internet’s interactivity is bringing higher accountability on ad. Marketers now have a more accurate ways of measuring ad’s effectiveness. In the era of the more cluttered media, effectiveness is getting more important in media placement decision.

Content is always king

Nevertheless, in order to generate interactivity, marketers have to think hard in providing the right contents that can attract target audience. Content is always the king. Providing content is getting more challenging because customers are now in control. Instead of contents that are coming to customer –whether they like it or not- now the customers are coming to them.

The era of Web 2.0 marked by collaboration and sharing had brought down the wall between those who provide the content (publisher) and those who consume the content (audience). Now, everyone can be both producer and consumer of contents can share it to other. Contents are now community generated so that chances the content is suitable for audience is higher. Marketer can utilize the community generated contents to attract audience and generate interactivity, rather than creating their own contents. The community generated contents can be found in social media sites such as YouTube, Facebook or Multiply.

In conclusion, there is strong relationship between Contents, Channels and Community. Contents and Channel relationship is format: the contents has to be provided inline with the unique characteristics of the channels.  Content to Community relationship is branding: contents contains the brand elements that is communicated to community. While Channel to Community relationship is interactivity: how the channels generate trend in community by creating interactivity.