Answer:
Web marketing is centered around interaction, information, education, and choice because it aims to engage with customers, provide them with relevant information, educate them about products or services, and give them the freedom to make choices based on their preferences. Let's break down each aspect:
Interaction: Web marketing encourages two-way communication between the brand and the customer. It involves engaging with customers through various channels like social media, email, live chat, or comments sections on websites. Interaction allows customers to ask questions, provide feedback, and build a relationship with the brand.
Information: Web marketing focuses on providing customers with valuable information about products or services. This includes details about features, benefits, pricing, availability, and any other relevant information that helps customers make informed decisions. The information should be clear, easily accessible, and presented in a user-friendly manner.
Education: Web marketing goes beyond just selling products or services. It involves educating customers about the brand's values, mission, and unique selling propositions. It can include blog posts, articles, videos, or tutorials that help customers understand how to use the product effectively or how it can solve their problems.
Choice: Web marketing empowers customers by giving them choices. It provides different options, variations, or packages that cater to different customer preferences and needs. It allows customers to compare, evaluate, and choose the products or services that align with their requirements.
Now, let's consider an example of a brand and review their website and social media in terms of the two-way experience for a customer.
Example: Nike
Website and Social Media Experience:
Nike's website and social media platforms create a two-way experience for customers by encouraging interaction, providing information and education, and offering a wide range of choices. Here are some examples:
Interaction: Nike's website and social media accounts have comment sections, where customers can engage with the brand, ask questions, and share their experiences. Nike actively responds to customer comments, addressing concerns and providing support.
Information: Nike's website provides detailed product descriptions, including sizing charts, materials used, and technology features. They also include customer reviews and ratings, which provide additional information and social proof for potential buyers.
Education: Nike's website features a dedicated section called "Nike Expert," which provides informative articles, tips, and advice on various sports and fitness-related topics. They also have a "Nike Training Club" app that offers workout programs and educational content.
Choice: Nike offers a wide range of products, allowing customers to choose from different styles, colors, sizes, and customization options. Their website and social media platforms showcase new releases, limited editions, and collaborations, providing customers with an extensive selection.
Embracing the New Rules of Marketing and PR:
Nike exemplifies the New Rules of marketing and PR in several ways:
Content Creation: Nike consistently creates valuable and engaging content, such as inspirational videos, athlete stories, and behind-the-scenes footage, which resonates with their target audience and builds brand loyalty.
Social Media Engagement: Nike actively engages with customers on social media, responding to comments, featuring user-generated content, and leveraging influencers to amplify their brand message.
Authenticity and Transparency: Nike focuses on authenticity by showcasing diverse athletes, promoting sustainability initiatives, and being transparent about their manufacturing processes and supply chain efforts.
Storytelling: Nike effectively tells compelling stories through their advertising campaigns and content, connecting with customers on an emotional level and reinforcing their brand identity.
Overall, Nike's web marketing efforts provide a two-way experience for customers, embodying the principles of interaction, information, education, and choice, while embracing the New Rules of marketing and PR.