Magazine article Marketing
Communication through Digital TV Is the Future
The advent of digital TV and two-way communication between advertiser and consumer will generate the next giant step forward in the use of digital marketing by many companies, FMCG manufacturers in particular.
The economics of the internet mean that for little expenditure it is possible for manufacturers to compile databases that rival many of the traditional exponents of direct marketing.
An increasing number of companies are now utilising their existing marketing programmes to compile large scale marketing databases. This is being achieved by integrating the promotion of their web sites into their marketing programmes and offering a range of incentives to encourage consumers to provide their own profile data.
The ability to reward consumers with digital incentives downloaded from web sites has provided a whole new dimension to promotional rewards. To date, the majority of these incentives have been offerings such as screen savers, but in the future digital products such as music and computer games are likely to be more widely used.
By requesting that consumers complete a questionnaire before they can receive their digital reward, they are compiling profiled databases that are comparable with many of the more traditional DM players.
Once these databases have been compiled, the economics of e-mail mean that for a fixed annual cost it is possible to communicate with all known consumers as often as required.
The great benefit of the internet is that it provides real-time feedback on the effectiveness of various creative communications. Many online media titles are able to provide advertisers with real-time analysis on how each execution is performing on a given section of a site. …