And then came the web, it changed everything.  Integrated marketing was once the Holy Grail.  But in today’s rough and tumble economy, integrated marketing across traditional channels, even with a great web site, just isn’t enough anymore.  “Getting there first” happens in masse.  The internet is alive, it has a pulse. In one of the most turbulent economic periods our nation has experienced since the great depression, how is it some companies are not only surviving – but thriving?

A small sub-set of US businesses who consistently outperform competitors have ingeniously brought their brands to life online. Companies like Apple, Verizon, Nike, Netflix and Amazon are at the head of the class.  The common thread across each and every one? Interactive product positioning leads their brands’ competitive edge.

For the marketing pros out there who have seen fads come and go, weighing out the trends to design an equal balance of innovation with traditional marketing is what separates market leaders from market leader wannabes. As companies large and small judiciously weigh out where to invest their precious marketing dollars, analysis of which channels will produce the greatest return on investment has been elevated to a science.

In order to yield a full return on investment in these tough times, products must effectively deliver on their brand promise in a meaningful and interactive way. Companies like Apple, Verizon, Nike, Netflix and Amazon (in addition to other US and global market leaders) just figured out how to do this first. It’s not rocket science, but it does require that a deeper strategic interactive overlay leads brand positioning – not reacts – to larger market forces. The current consumer driven marketplace doesn’t tolerate a mass marketing, non-targeted, disconnected relationship with the brands they choose to do business with.

Cultural Fabric
Distribution of information via an ever expanding network of web channels has begun to define the cultural fabric. Trends point to the growing significance of wireless, mobile and social networks not just in terms of adoption, but more importantly, in terms of revenue.

In the coming weeks, a series of blog posts will continue to explore trends, interactive phenomena, strategies and ways of thinking about the cyber landscape. Like it or lump it, “it is what it is,” is no longer what it once was.  Adapting, adopting and advancing your brand’s life force in the larger interactive ecosystem is a huge opportunity. Lead with Interactive™ is how we talk about it. Business impact is how we measure it.