The growth of interactions and dialogs in interactive marketing (original) (raw)

Interactivity's Unanticipated Consequences for Marketers and Marketing

Journal of Interactive Marketing, 2009

The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into consumer lives than broadcast media had been able to do. But the technology that threatened intrusion is delivering seclusion. The transformation is unfolding on a model of consumer collaboration, in which consumers use digital media that lie beyond the control of marketers to communicate among one another, responding to marketing's intrusions by disseminating counterargument, information sharing, rebuttal, parody, reproach and, though more rarely, fandom. Globally the media of collaboration range from consumer review sites like Epinions and Trip Advisor, to collaborative networking sites like Bebo, Facebook, Orkut and Meetup, to trading sites like Craigslist and EBay, and user-generated content sites like YouTube, Cyworld, and blogs. This paper reviews five emerging paradigms governing marketing in the environment of these new media. It concludes that while meaning-making remains the central purpose of marketing communication, the shift from broadcasting to interaction within digital communities is moving the locus of control over meanings from marketer to consumer and rewarding more participatory, more sincere, and less directive marketing styles.

Interactivity's Unanticipated Consequences for Markets and Marketing

2009

The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more precisely into consumer lives than broadcast media had been able to. Instead the transformation is unfolding on a model of consumer empowerment, in which consumers use digital media to communicate with one another and deal with marketing's intrusions, showing none of the passivity displayed by mass media audiences. This paper categorizes five roles for the interactive consumer and draws implications for marketing practice. It concludes that the balance of power over marketplace meaning-making is shifting from marketer to consumer to the extent that media usage migrates from broadcasting to interactivity. The new marketplace rewards more participatory, more sincere, and less directive marketing styles than the old.

Measuring the Effects and Effectiveness of Interactive Advertising

Journal of Interactive Advertising, 2000

Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.

Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda

2000

Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.

INTEGRATED MARKETING COMMUNICATION TO INTERACTIVE MEDIA CONTACT POINTS: A LITERATURE ANALYSIS

The rapid shift from analogue to digital to interactive is happening globally. Interactive is the future of marketing. Increasing number of people browsing content through smartphones, downloading apps, enhanced usage of laptops, tablets, I-pads are clear indicators for brands to adapt to this interactive wave. Interactive Media is reshaping the industries and reinventing the ways consumers shop. A tremendous shift has been observed from marketing perspectives with advancing technologies. The research paper takes a closer look at the foresaid issue and examines how Brand Communication through Interactive Media Contact Points is advancing via Literature Analysis.

Communicating in the new interactive marketspace

European Journal of Marketing, 2008

PurposeThe proliferation of the internet and world wide web (WWW) in recent years has resulted in the creation of new social and marketing spaces, and a new form of interaction and identity formation. This paper aims to investigate this phenomenon.Design/methodology/approachWhilst cost benefits and profit derivation from the internet and other hypermedia mediated communication environments have been the focus of much research, the majority of these assessments have left many assumptions unarticulated. Questions of how contemporary communication content and interactivity is different from the singular “one‐to‐many” communication models have been avoided in this research. This paper investigates these deficiencies and goes on to suggest how academics and practitioners can realign their thinking in the light of these findings.FindingsComputer mediated marketing environments provide organisations with a medium that can be used to deliver content in a variety of ways to consumers. This c...