Hierarchy of Interactive Strategies

Internet is evolving into something that is so advanced. It is continuing to evolve and change every single day in the way we are communicating with one another, to the way we shop, the way we educate ourselves, to the way we can view how the world is changing. The way we market online is also changing. The Internet is not only used to sell things now, but to communicate with its customers to find the needs of the people. That brings me to the interactive strategies used in Internet marketing. There are many ways that companies have used different interactive strategies to get to know their customers in a whole different way. Now lets go on to talk about this hierarchy of interactive strategies.

            This hierarchy of interactive strategies is laid out in a pyramid from the top down it includes customization, personalization, transaction, interaction, and information. Some use all of these strategies and some just use a few. Customization allows customers to design their own marketing experience and create something they would want to buy. Personalization is a little like customization, but allows it to be more personal to your specific needs rather than being general to the entire market segment. Transaction is how you buy things and your interactions with purchasing your items. Interaction is the feedback you get from the marketers themselves to enhance your buying process. Lastly, there is information, which you are able to receive from the buyer and those on the Internet. All of these strategies have enhanced the buying process allowing for overall customer satisfaction in all aspects. To go on to discuss a couple of these strategies. I have chose to discuss how Nike has used the customization strategy.

            NikeiD site has developed an interactive site where you can customize your own type of shoe with different options provided. This allows customers to choose what style they like best and also give them a product that is unique and designed to their own likes and dislikes. More places are offering this type of feature because it allows the customers to really design something for themselves. You aren’t hindered by what is offered to you, but are given the opportunity to make something specific to what appeals to you. To me this option allows me to make something that has everything I want in a product and not have to lower my expectations and standards of what I expect in a product. I always find something I don’t like in a product, but I get it anyways because there are no other options out there. This NikeiD site is the perfect example of customization in the hierarchy of interactive strategies.

            Another interactive strategy is that of a blog, just like this one. It allows customers and marketers alike to promote products to the public. You are allowed to review or share your own personal experiences with how the product works for you. Since everyone has their own experiences and likes and dislikes this allows you to weigh out the options that it might provide for you personally. Blogs, I have found, are a great way to find the things that I need and am looking for. I have found many wonderful blogs that promote healthy lifestyle and through that I have found food options that have helped me live a healthier life. If that person did not have the blog I probably wouldn’t have found the products that helped me in my own journey to live healthier. For instance, coconut oil has become very big in many blogs. There are blogs that describe the health benefits and ways that you can use it in your lifestyle. This is just one of the way that you can personalize your own marketing.

            The hierarchy of interactive strategies has completely changed Internet marketing. Marketers have the ability to be apart in every aspect of the buying process. They have the ability to design something specific to the customers needs and wants. By working together with the public they are allowing to get their name out there through blogs so that they get the personal reviews from people that have tired their products. They are able to communicate with their customers to make sure that they are pleased with their products and buying experience. I believe this has advanced the quality of products that is being provided for us. Not only are marketers given the opportunity to be in every aspect of the marketing process, but also customers are expected to take an active role in their buying process as well.

References:

Roberts, M. L. (2008). Internet Marketing. In M. L. Roberts, Internet Marketing (2nd Edition ed., pp.         30-52). Mason, Ohio, United States of America: Thomson.

Safko, L. (2010). The social media bible: Tactics, tools, and strategies for business             success. Hoboken, N.J: Wiley.