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Communities need to be nourished and strengthened, participants need to be carefully selected and motivated, and moderators need to have the capability to interact with the community while still allowing it to have its own life.Look at what P&G has done with Vocalpoint. The company has created an online community centered on products and services that moms care and want to talk about. Community talks range from entertainment to fashion, from music to food and beauty and the insights collected from this community are used not only by P&G: Vocalpoint feedback is also sold to third parties!Even more interesting are the opportunities offered by mobile phones. Recent surveys inform Rosetta Stone
us that nowadays there are three times as many mobile phone subscriptions as there are internet connection subscriptions: with a 40% global penetration rate, mobile phones represent an incredibly effective tool to conduct carefully targeted, real time, wide reaching interactive research.If properly managed, mobile research will allow marketers to reach a very vast pool of respondents, t sensibly selecting their target on the basis of very precise characteristics, to use not only text but also pictures and videos as questions and answers, and ultimately do all of this in real time.The opportunities here are countless. It is up to the researcher, however, to capitalize on them. Successfully managing the tool and the audiences through an emerging methodology can prove quite tricky.CO-CREATIONUsing interactive medias to give your customers the tools to participate in a product's creation and development process could represent a golden opportunity for Rosetta Stone Korean
boosting brand R&D capabilities. There are, indeed, quite a few companies that have thrown global design or product development contests, but just a few really make the best out of engaging consumers in co-creating the brand.Again, we cannot avoid mentioning P&G in this section, as external collaborations are reportedly playing a key role in nearly 50 percent of the company's products as of today, and co-creation incorporates everything in the company, from trademarks and packaging, to marketing models and engineering, as well as business services and design.But someone has moved even further. Ryz, a sneaker brand whose design is created entirely by users, allows people to submit their creations and vote for their favorite design on the Internet. The models receiving the most votes are sent into production.Are you asking yourself what the benefits are here?As the users themselves create and choose the best product, there is little doubt that this will be successful. No need to hire design staff (or close to none, depending on how far in co-creation your brand goes) and very low investment needed in sales developments, since the product is already promoted inside the community by designers and voters. Is there any more a brand could wish for?CONCLUSIONInteractive medias can offer marketers opportunities in different fields: Rosetta Stone Portuguese
in advertising to start with, but also in creating customer-centric brand experiences, real time research and co-created innovative products. We do not want to argue that interactivity is the only road a brand should walk in order to innovate and rejuvenate themselves. Actually, depending on the industry and the brand goals, other tools might prove relatively more effective.But interactive medias are indeed one of the choices marketers should consider in their diverse applications and possibilities. In fact, these are gaining increasing relevance in the consumer's everyday life and therefore represent an effective tool to reach them, speak their language, understand their needs and satisfy their desires.