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Marketing using IM

One of the most innovative ways now-a-days, to market a product you offer, is to create a marketing campaign on Instant messangers.

You've most probably heard about instant messaging, or IM, a lot - a way to communicate instantaneously, or in "real time," using a computer or computerized device. Despite the fact that IM has been around for nearly a decade now, it's all the rage among the 18 to 27 year old Gen-Y crowd, a key demographic.

It's even approaching the popularity of e-mail. According to a recent survey by the Pew Internet & American Life Project, 46 percent of Gen-Y'ers use IM more than e-mail. Why not harness the immediacy of IM to spread the word?

At first glance, you might think that IM is like e-mail, with people typing to each other. IM isn't instantaneous email. It's probably more like mobile phone communications than anything else. Contact is personal, one-to-one, and usually among trusted parties. And unlike email, a fairly asynchronous communications medium where users are in total control of what and when they read, IM is intrusive. It pops up unannounced and requires users to make an instant decision about what they're going to do about the intrusion. Simply buying lists of IM handles and sending messages to them is a sure way to draw attention.

People don't have to go offline and slog through a voice-mail menu or send e-mail and cool their heels until it's returned. Studies have shown that e-commerce sites often lose sales because customers can't get their questions answered quickly. People can also IM at the office without others overhearing them.

Just as with phone support, though, you have to staff up to handle the message volume and be prepared for spikes during busy periods surrounding product releases or holidays. People engaging in IM expect instant results, and not being able to come through with the goods would defeat your purpose.

Efficiency can be served when IM service personnel have scripted answers available for the most frequently asked questions, letting them copy and paste in a response or post it by pressing a predefined function key.

A further, if riskier, step toward efficiency is setting up an IM autoresponding bot, or intelligent agent, to provide canned answers based on the questions asked, which can save you money.

Here's some of the more common messengers:

  1. AIM

    – 60 million current AIM users
  2. YAHOO

    - 250 million people online
  3. SMS

    – 50M – 70M

    – 150 million people worldwide
  5. ICQ

    – 150 million people worldwide
  6. GoogleTalk

    – 7,126,000 and growing
  7. IBM's Lotus Workplace Messaging
  8. Windows Live Messenger

    – Basically an updated version of the MSN one. 8M and growing. Many of the MSN users haven't upgraded to this yet.

Application Marketing


Relationship Marketing

  1. What is Application Marketing?

    One of the most innovative ways now-a-days, to market a product you offer, is to create a marketing campaign on Instant messangers.

  2. How to use IM?

    How do you use IM as a marketing tool?

  3. What not to do?

    When looking for the right marketing tactics to reach customers in an increasingly noisy media space, it's important to step back and consider how different modes of communication work and how consumers use them.

  4. Looking to find people?

    Created an Instant Messenger account, but don't have many people to communicate?
  1. What is Relationship Marketing?

    This is a marketing strategy designed to achieve long-term relationships with customers.
  2. Its Benefits

    If done well, benefits include increased customer retention.

  3. Customer Satisfaction

  4. Customer Retention

  5. Satisfaction & Retention - which is more important?

  6. Marketing Stages

    There are many different names given to these stages, depending on the type of business.
  7. Why relationship marketing?

    CRM can substantially help a company during a slowing economy.
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