10 neglected interactive marketing best practices

  • Previous
  • 1 of 6
  • View as single page

Missed opportunities

Writing an article about 10 often-neglected interactive marketing best practices assumes that there are 10 best practices to begin with -- let alone 10 that we manage to neglect. In an industry that started not so long ago -- and one that changes radically in the time it takes my iPhone contract to expire -- best practices are a hard donkey on which to pin the tail.

But luck is at hand. Mike Yapp, executive creative director at Carat Fusion, gave us 10 best interactive marketing practices on this very website. If I were to undertake a review of Mike's top 10, I could easily find examples of marketers failing to listen to his (very good) advice and be home in time for tea. However, Mike's article was written back in January 2006. Since then, social media and mobile have crashed the party and taken over the DJ's booth; everyone's dancing to a different tune now. And some people are not dancing at all. Rather, caught like rabbits in the headlights of the interactive marketing juggernaut, they're just wondering what to do next. Some don't even realize it is not 2006 any more.

I remember working in New York in the late 1990s. Mary Meeker was the prophet, and we did Prince proud -- "Tonight I'm gonna party like it's 1999." And then it all went horribly wrong. We were put back in our boxes and FedExed back to wherever we had come from. Lots of people still feel neutered by the experience. Confident 20-somethings have become cautious, risk averse 30-somethings, eyeing the interactive marketing behemoth with suspicion. But this time, it will not crash into the dotcom barrier; it is fuelled by high-octane ROI and pulled along by consumers. We are at (some of) the controls.

With that in mind, there are certain levers in front of us that we are not pulling nearly as commandingly as we should be. Here are my top 10 tips for getting back on track.