Adding Two-Way to One-Way Media
The majority of most companies' sales and an even greater proportion of their profits come from current customers with whom the company has established a connection. To motivate repeat purchases, companies need to continually connect and reconnect with customers. The media most suited for doing this are those that are addressable and interactive. The importance of interactive media is reflected in the fact that 39 percent of U.S. media dollars in 2000 were spent on phone, mail, and the internet. This does not include face-to-face personal selling, which some say is the most powerful interactive medium of all (and is discussed in Chapter 16).
One-way media are used most often for creating brand awareness, helping position a brand, and keeping the brand top-of-mind with customers and prospects. In contrast, interactive media are used not only for generating repeat purchases but also for communicating with prospects who have expressed interest in a brand. Interactive media are extremely valuable in building brand relationships because they enable companies and customers to get to know and trust each other.
This chapter explains the value of interactivity and how the internet can be integrated into the overall relationship-building efforts. From a general discussion of communication and technology, it moves to an analysis of the internet and e-commerce. The final section touches on internet privacy issues.
