Five Ways to Fix the Paradox of Interactive Marketing

This is the follow up article to my post “The Paradox of Interactive Marketing”:

Place your hand on a copy of Ad Age and repeat after me: “I am a responsible marketer. I swear I will not contribute to the death of Twitter.” OK, now that we’ve got that out of the way let’s look at five ways that we can end the Paradox of Interactive Marketing.

1. Read, Read, and Read
I consider myself to be an avid trend watcher but you don’t have to be overly fanatical about this process to be successful. There are plenty of people like me who are sharing their insights every day on their blogs or potentially within your agency. Check out alltop.com to see a brilliant aggregation of some of the web’s best blogs on specific subjects like marketing, social media or trend watching. These people have been doing all the hard work for you while you’ve been wasting time at night sleeping.

Read more here…

Freddie Laker

Freddie is a serial technology entrepreneur known for operating on the bleeding edge of innovation. Currently he is the CMO at leading facial biometrics company Kairos. Freddie loves to write and talk about innovation, marketing trends, and the future. He's spoken at industry events including the Cannes Lions, SXSW, Internet Week, TheNextWeb, and Social Media Week in addition to contributing to industry publications such as AdAge, VentureBeat, Digiday, Forbes, and PSFK.

4 comments

  • good stuff.

    one comment: makes sense to compare 10% of 1m to 1% of 60m, but with truly open dev platforms, coupled with effective use of analytics (which you’ve commented on quite well in here), hopefully smart marketers can reach a higher percentage of their target market among a lower volume of total users. So, hypothetically, if a marketer is targeting 50% of each user universe (i.e., 500k and 30m), and can shift the gap b/w % users reached (i.e., 10% to 20% on open dev platform 1 and 1% to 5% on open dev platform 2), then, in this hypothetical case, you’re looking at 100k targeted users on 1 and 150k on 2.

    Agree with the premise that open dev platform configuration should limited saturation and enable targeted reach.

  • good stuff.

    one comment: makes sense to compare 10% of 1m to 1% of 60m, but with truly open dev platforms, coupled with effective use of analytics (which you’ve commented on quite well in here), hopefully smart marketers can reach a higher percentage of their target market among a lower volume of total users. So, hypothetically, if a marketer is targeting 50% of each user universe (i.e., 500k and 30m), and can shift the gap b/w % users reached (i.e., 10% to 20% on open dev platform 1 and 1% to 5% on open dev platform 2), then, in this hypothetical case, you’re looking at 100k targeted users on 1 and 150k on 2.

    Agree with the premise that open dev platform configuration should limited saturation and enable targeted reach.

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