Marketing That Works: Interactivity

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I am a fan of the show, “The Office.” One day at the end of a recent episode, there was a commercial with a website on the screen: www.dundermifflininfinity.com. Curious, I checked it out. The site is set up as a complement to the television show: it’s your chance to become an “employee” of Dunder Mifflin, the setting of the sitcom. You can apply for a job and complete tasks in exchange for Schrute Bucks, the website’s form of currency. It’s basically an amusing timewaster, but one that keeps you tied to the t.v. show.

Television stations realize that they’re losing out to the internet. The smart stations are figuring out ways to link television and the internet. A few years ago, it wouldn’t seem possible, but now I can watch any shows I didn’t DVR on the internet. With minimal commercial interruptions.

Magazine advertisers too are joining Marketing 2.0 with interactive features. Gone are the days of filling out a postcard to win the latest lipstick from your favorite fashion magazine. Now mags like Redbook send you to their website to register for sweepstakes (and oh yea, they get your contact info in the process). Magazines also offer blogs, quizzes and forums to better capture the online market share in their industry. Cosmo has even launched its mobile magazine site, M.cosmopolitan.com.

No matter what industry you’re in, there are ways to engage your audience. Think of how your readers can better interact with your brand or product, through your website, blog, or mobile site.
-Susan
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