Marketers' Key to Success: "Always-On' Interactivity, Updated Content: Forrester
In this new media landscape, "Interactive marketers must act like interactive publishers, distributing content while managing always-on interactions with customers across earned, owned, and paid media," according to Corcoran.
To do so, Corcoran believes that marketers must create centralized plans, and responsive processes that encourage greater customer interactivity.
"Through social media marketing, interactive marketers have learned that engaging advocates and detractors through social applications is the key to success," Corcoran explains. "But just reacting to earned media is not enough."
Through various channels -- including Web sites, blogs, apps, and social networks -- it's up to marketers to regularly update content to ensure long-term consumer relationships.
Along these lines, Corcoran commends Hilton Garden Inn for engendering Facebook user loyalty by offering Hilton Honors points to those who "like" it on the social network.
Bigger picture -- people are devouring more media than ever before. According to a recent study by Arbitron and Edison Research, U.S. consumers are spending 1 hour and 21 minutes more time per day consuming media than they did just 10 years ago.
Still, "while dialogue with customers is great, content is more readily sharable than a conversation," according to Corcoran.
Content also feeds search engine results, Corcoran points out. "Content enables search, which drives traffic and sales." It's therefore up to marketers to keep content top of mind.
Yet, as Corcoran notes, few interactive marketers are prepared to continuously publish and respond to content of any shape or size. He thus advocates shifting their approach and budgets toward quicker response across many touchpoints.
"This requires flexibility and seamless interaction across teams," Corcoran adds. Alas, as he concedes, this is unrealistic today with less than one-quarter of interactive marketers believing they have a good, cooperative relationship with other parts of marketing and sales teams.