From the Greek philosophical tradition:

Telos: All things have a purpose. Translated as “the purpose” or “the objective”.

Techne: The way this purpose is served, the abilities and actions required to accomplish said purpose. Translated as “the skill”.

Phronesis: The intuitive understanding of what the purpose of something is and why it is so. Usually translated as “practical wisdom”, Aristotle considered it the ability to determine a particular goal, decide how best to achieve it, and completely understand the effect that accomplishing that goal will have on your overall existence.

Applied to interactive marketing:

Telos – page #1 rankings for the long tail

Techne – a creative, well written, consistently updated blog.

Phronesis – a tool to harness the long tail, which is where the conversions are.

Telos – page #1 for competitive keywords

Techne – high quality backlinks

Phronesis – link aquisition done with focus on high quality, high PR, websites.

Telos – word of mouth buzz

Techne – clever video or blog

Phronesis – people talking about you and sharing your content without your direct involvement is one of the most powerful forms of marketing.

Telos – authentic communication with your market

Techne – social media presence

Phronesis – people want to interact with fellow humans online. people buy from people they have relationships with.

Telos – a permission marketing campaign

Techne – useful or entertaining newsletters and a website with a clear opt-in funnel

Phronesis – permission marketing is powerful and effective tool with a high ROI.

Telos – repeat traffic

Techne – constantly updated authority/entertaining/controversial content, consistent marketing message spread throughout the web (PPC/banners)

Phronesis – people who repeatedly visit a website are more likely to convert, so give your users reasons to come back

Telos – a good reputation and a particular image

Techne – PR and media relations

Phronesis – people work with and buy from people and brands they trust

Telos – a website that positively reflects your brand and drives conversions

Techne – a carefully designed, elegant website that makes people feel relaxed, comfortable, and even catered to

Phronesis – the human response to positive visual stimuli will ensure that your users do what you want them to do

Telos – reach a target demographic

Techne – creative banner ads on sites your target audience frequents

Phronesis – your message is communicated to your targets through appearing on places they already go online, and sparking their interest

And so it goes – it can be applied to every aspect of interactive marketing (it can really be applied to all of life if you want to get seriously philosophical). For every element of a campaign, we can determine on an objective(telos), isolate the skill/actions required to accomplish it (techne), and understand how it will benefit and how it fits into the overall campaign (phronesis).

In other news, I am a huge nerd.

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