Interactive Marketing

Working in isolation is no more an option for the non-profit sector. Vibrant and interactive websites are the need of the hour for every active NGO. As in the offline world, interactions can be successful only when we understand the motive and motivations of the visitor – to arrive at our website. A complete synchronization between the content, graphics and the structural aspects of the website is indispensable for any meaningful and healthy conversation with the audience.

• Consumer segmentation is important in order to interact with them and also to deliver the right message. It’s easy to see that text messaging / SMS is the most loved communication protocol within the teenager – seniors would rather call, so that they can have a better engagement and attention span. Mothers and pregnant ladies are always in search of great diapers – that is an easy customer profiling.
• Device independence: Anyway, anytime, anywhere is the new benchmark for communication – Consumers want to be eternally connected through any type of device – Computers, Netbooks, Kindles/e-readers, Smartphones, BlackBerries, iPhones, Game consoles, and GPS systems. The onus is on the business owners to deliver content across all the devices.

Offline touch-points
In today’s media dominated society, message can be delivered from across a wide range of formats – electronic, print media, radio, television spots. Any of these mediums can be utilized to redirect the potential consumer to your website. Interactivity can be kicked off by the inclusion of the web address, social media profiles and landing page URLs an any of the offline nodes. NGO websites can benefit particularly well from this approach as people are more attracted to social ADs as compared to the commercial one.

• Pay-As-You-Go: Marketing strategies have become more performance oriented – Pay per lead, Pay per view, Pay per call are the more preferred modes of marketing in the online world – every interaction is paid.
• Multichannel marketing mix: Marketing message can be delivered through TV, print, radio, outdoor, direct mail, the Internet, mobile phones….The message should be singular and compelling
• Mobile communication: Call-To-Action buttons should not be restricted only to static websites or social media profiles but also to all the mobile sites and micro-sites