There have been talks and articles on the many forms of web-marketing, an enterprising web strategist needs to or has undertaken as a tactic for web marketing. And at this point in time I would add, it is for marketers to adopt the interactive marketing strategies, rather than just relying on time tested & proven methodologies of the web, like the mainstays in the form of E-mail Marketing & Search Marketing, the complimenting standbys in the form of static & interactive display advertising.

It is a time to adopt the following interactive channels, social media channels & Rich media channels:

Interactive Channels:
1. Mobile WAP sites
2. Mobile Text Messages
3. Branded Micro-sites
4. Contextual Targeting
5. Behavioural Targeting

Social Media Channels:
1. User generated content
2. Blogs
3. Social Networks
4. RSS feed

Rich Media Channels:
1. Ads with online video
2. Advergames
3. Video created by marketing
4. Podcasts
5. Virtual Worlds
6. In-game ads/ product placement

What promotional mix would be apt for your related services or products is a question to be pondered, nevertheless it would not be a fruitless venture to delve into and seek the answers for self. Though at this point there would be apprehensiveness to be venturing into the terrain, wherein there is essentially a void in terms of having some concrete proof in the form of case studies to avoid the ramifications which would arise in the due course due to adoption of any of the aforementioned channels.

The essential fact is customers are moving quickly and adopting the emerging channels. Blog readership is at 29% and is growing strong, podcasts usage has reached 10% in 2006, which is up from 1% in 2005. Consumers are a step ahead with creating profiles in virtual world like Second Life as well. Mobile penetration is at it high.

So the question is where to get started from when it comes to interactive media?

Well to start off, adoption of behavioral and contextual targeting would improve the responses, at lower costs. Then, get into the RSS, Blogs & Social Networks, as these channels show rapid consumer acceptance and awareness. It is pertinent to have an evaluation of these channels on case to case basis, thus enabling you to determine your next move or determine the next channel based on understanding of your audience. Also, it would be imperative to stay abreast of the latest developments given the rapidly changing nature of the emerging interactive channels. Lastly the metrics, consistent monitoring is the way to be determining the effects of emerging interactive media.

* Source – Forrester