The reason there is interactive marketing is because marketers want to improve the selling, and buying experiences of the consumers. With that shift, sellers are no longer the ones who decide what the buyers know about the business. Buyers are now the one with the power to determine the business images, the brand image, as well as the product and services. Businesses which are aware of that shift can continue to do well in what they have been doing; however, businesses which are not, can suffer from crucial public relation cases.
What should business do to keep up and take advantage of interactive marketing in order to keep moving forward into the future? Everyone now is a media organization. Technology keeps becoming more inexpensive, and more accessible. Every staff in the business organization is now a marketer. Applying the new directive interactive marketing method – CORE – is essential. The sales do not simply come from salespeople leaving the office in the morning and coming back in the afternoon with hopefully some signed contracts. Now sale is such a complicated process in any business. Marketers’ missions are not only customize marketing experiences, optimize decisions and processes, respond to changing marketing conditions, but also empower staff and customers to advocate the buzz for the business organization (The Future of Interactive Marketing by Shar VanBoskirk and Emily Riley).
Beside all the powerful applications CORE can bring to the business, there are weaknesses and causation. Weaknesses here are the lack of control over what an individual can help or harm participating in the marketing force of the company; the lack of ability to respond to any social media mistakes quickly before it goes viral. Causation is simple but highly important: any individual is fully responsible for what he or she sends out to the public on the internet.
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