Prospectus for the
East of England
Network for Interactive Marketing
Professor Keith Fletcher
School of Management
University of East Anglia
June 2000
Contents
1. The Concept
Interactive marketing comprises direct and database marketing efforts to establish, develop and proactively maintain successful customer relationships. Key existing approaches to this include telemarketing and web-based activities. Future developments will include WAP technology and interactive television.
The proposed East of England Network for Interactive Marketing will provide a centre of excellence and regional forum for the development and exchange of best practice in interactive marketing.
In addition to practitioner presentations and discussion, this development and exchange of best practice will include research and dissemination of research findings by the School of Management at the University of East Anglia.
It is intended that the Network will be funded through a combination of corporate sponsorship, a membership fee, and charges to attend open meetings.
2. Why a Network for Interactive Marketing in the East of England?
The proposed Network will have three main aims. These aims will be manageable and deliverable providing exceptional value for reasonable investment costs.
The East of England has a significant number of important direct and interactive marketing companies within its region. These include direct marketing agencies together with large users of direct and other interactive marketing services.
Large companies have strong interests in interactive marketing as part of their marketing communications strategies. The Network will provide a forum for exchange of best practice within this group of companies.
There are many potentially confusing developments to come in the near future which will challenge marketeers. WAP mobile phones and interactive TV, for instance, will disrupt current approaches. In addition to new developments many companies are still struggling to understand the company-specific implications of technology changes during the past five years!
The proposed Network will provide a reflective forum for making sense of these developments for businesses in the East of England. At present these businesses have no geographically close forum for such specific exchange of information and experience on interactive marketing - a key component of the majority of successful future business transactions
The Network is an ideal support system for companies requiring encouragement and support to design, build and manage the best possible interactive marketing systems in the company of others of similar mind. Businesses are looking to new interactive distribution and promotional channels and approaches in an attempt to develop sound, competitive, business models for the future. This can be a very lonely activity without a friendly experienced Network to lean on.
3. Who will participate in the Network?
It is envisaged that the Network will comprise a mix of the following participating companies and organisations:
Together these companies and organisations will provide the spread of knowledge and application necessary to create a powerful interactive marketing focus for the East of England.
4. What is the Network hoping to achieve?
The Network will:
5. Yes, but what will the outcomes and benefits be?
Outcomes and benefits will include:
6. How will members of the Network communicate?
It is envisaged that communications will be of two kinds:
Open Communications
This will primarily consist of a website including contact details of members, with their product and service offerings. Links to their websites will also be available.
In addition there will be general news and information sections to present an image of a forward looking, sound, group of practitioners.
This communication will be available to all interested parties regardless of whether or not they are members of the Network.
Network Member Communications
Network members (differentiated from the general web-public by the payment of a subscription) will receive additional benefits
7. Who will organise and run the Network?
The Network will be maintained by Professor Keith Fletcher and hosted by the University of East Anglia.
Professor Fletcher will ensure there is sufficient administrative support to enable the Network to function efficiently. He will act as a key gatekeeper between academic knowledge and the practical application of such knowledge. This is consistent with the approach of the School of Management.
It is envisaged that a steering committee will be formed from within the membership to ensure that the Network will develop an impressive range of support services.