The new rules of interactive marketing include finding ways to monetize the "my" generation of users who want control over their information flow.
Online marketers have done such a great job that we've landed ourselves in trouble. Online users are absolutely rebelling against the onslaught of information thrust upon them when they are online. Ads, banners, pop-ups, email, newsletters, the list goes on. Users are demanding more control over what information they get and how they get this information.
I call this new online generation the "my" generation. They want a my-centric web universe, my landing pages, my favorite things, my music, my friends, my life. So the new challenge for interactive marketers is to become a "my" application: personalized, pint-sized and portable.
Here are the three Ps of the new age interactive marketing:
Personalized: Imagine each visitor having a uniquely personal experience with your service and website. It drives loyalty and interaction because it's "mine." Make it a priority to allow personalized access to your site.
Pint-sized: Think capsules, small but potent; the hottest parts of your site and service in a bite-sized format so users can custom aggregate from you and other favorite publishers. Remember, with all the user ADHD (Attention-Deficit/Hyperactivity Disorder) out there, less is more. So what are the top three things your visitors want to stay connected with constantly? Answer that and well, that's your pint.
Portable: Your users want to connect with you beyond the boundaries of your website. Think browser, desktop, mobile device and any other "my" application such as MySpace or Facebook. Users don't want to constantly come to your website; they want your website (content and services) to come to them. Being compatible, portable and accessible is the key to being top-of-mind for your customer.
So how do you get a personalized, pint-sized and portable version of your website to engage with the new generation? The answer lies in community toolbars and widgets.
Community toolbars
The concept of toolbars is not new and I am sure you are familiar with Google and Yahoo! toolbars. They occupy the most valuable real estate on the browser, providing incredible brand exposure and driving user loyalty.
Community toolbars are a particularly interesting option for publishers. This option allows publishers to offer powerful interactive functionality to their users via their own branded space on a user's browser. It has quickly become a hot trend with major brands, including Major League Baseball, Greenpeace, eBay, Fox Carolina TV and even Kevin Federline, joining the movement with their own community toolbars. Community toolbars are quick to create, free, completely customizable, quite small and portable to the browser. Take a look at an example of a couple here:
1) Major League Baseball Community Toolbar:
For baseball fans everywhere, this community toolbar allows constant connection with MLB radio, breaking news, tickets, live chat with other fans, scores, playoff information and much more.
2) TechCrunch CRUNCHbar Community Toolbar:
For TechCrunch addicts, the CRUNCHbar community toolbar is an absolute necessity. It hooks users up with content updates, podcasts and a constant stream of "CrunchStuff" from their favorite blog.
3) Lufthansa Community Toolbar:
The Lufthansa community toolbar puts customers one click away from the Lufthansa booking engine and has given Lufthansa an exclusive venue for advertising low fares, special deals and discounts on flights.