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The Rise of Interactive Marketing

“The one over-riding quality of all marketing today is interaction” -Wind and Mahajan 2001

Interactivity now is existed everywhere in marketing area. A brand new marketing system has been created by interactivity.

New ways of digital marketing appeared such as direct mail, catalog retailing, telemarketing, and the incorporation of response devices into broadcast advertising.

Digital technology development has made a shift from broadcast marketing to interactive marketing. Blossoming of the WWW (World Wide Web) lead the rise of interactive marketing which has influenced many individual online retailers and really boost the digital retailing. Buyers and sellers both can be both accessible at any time and place online. Interactivity and accessible of internet helped individuals can do marketing as well.

For supply chains in the traditional marketing systems, the assembled differential advantages of distribution will be soon disappeared by the continuous influence of interactive marketing rising. Buyers started transferring from conventional marketing channels (information and goods flows) to digital and interactive marketing.

The Forms of Interactive Marketing

Search Engine Marketing

Search Engine Marketing can be explained as one of the digital marketing ways which companies or individuals paying for promotional advertisements to put on search engines like Google to increase sales or boost awareness from potential customers. The advertisements will be appearing on search engines users’ search result pages. The payments could be rather depending on the time length of time or pay per click.

Email Marketing

Email Marketing is the way of marketing communication delivery. It mainly be used by online retailer/shopping websites for sale promoting, customer loyalty building, branding, advertising or converting customers. Many websites like on-trend cosmetic company Tarte Cosmetics FeelUnique and NYX cosmetics nowadays are sending regularly weekly or monthly greeting letters with personalized shopping list or latest discount give away to boost more customers’ return purchasing. Compared with other marketing forms, email marketing is more effective and low cost.

Sponsorships

Interactive marketing can be sponsorship because companies often making partnerships with each other to attract new customers, especially start-up companies will seek sponsorship with companies who have well-established online presence. For example, Amazon put many sponsor links of other shopping websites. It can be better way of connecting new customers.

Blogging

Blog marketing is the method to reach business target markets. For example, business owners such as WordPress would have a blog separate from their websites, sometimes blogs and websites can be integrated because of the easier management, as well as easier accesses for customers. Also many individuals have created businesses after their blogging became popular like some make up or fashion bloggers like Chiara Ferragni actually start their own businesses or brand.

Widgets

 ‘Widget’ historically used by business professors as ‘a generic product/tools marketed by a given company’. Some simple downloadable tools for branding are a great way to create extra value for that brand.

However, it changed to a brand new meaning nowadays. A widget on Misplaced Pages definition is ‘is a portable chunk of code installed and executed within any separate html-based web page by an end user without requiring additional compilation’.

For example, YouTube, Slide, and MyBlogLog are earlier examples of start-ups which benefit from the concept, leveraged the traffic of other sites to drive traffic to own properties.

Social Media Networking

Also can be called social media marketing, is the one of the marketing methods of communication and relationship management which connect customers and target audiences within main social media. It allows individuals or business brands to build relationships and communities online timely. Consumers can interact with companies directly once joining social media platforms. Social networking is online version of word of mouth which is more globalized, powerful and far reaching.The reason is social media platforms allow followers to post and repost comments which can better promote products. More customers with same interests can be easily seen as a group of target audiences and larger target group is reached. Compared with traditional methods (see outbound marketing) and advertising, social networking is believed is more effective and personalized on interaction and communication.

Interactive Marketing

  1. Burke, R.R., Rangaswamy, A., & Gupta, S. (2001). Rethinking Marketing Research in the Digital World. In J. Wind & V. Mahajan (Eds.), Digital Marketing, (pp. 226–255). New York: John Wiley & Sons. 
  2. Urban, G.L. (1999). Digital Marketing Strategy. Upper Saddle River, NJ: Pearson Prentice Hall. 
  3. Fisher, M., & Reibstein, D.J. (2001). Technology-Driven Demand: Implications for the Supply Chain. In J. Wind & V. Mahajan (Eds.), Digital Marketing (pp. 285–309). New York: John Wiley & Sons. 
  4. Barwise. P., and Farley, U. J.(2005) “The State of Interactive Marketing In Seven Countries: Interactive Marketing Comes of Age”. JOURNAL OF INTERACTIVE MARKETING. VOLUME 19
  5. "Definition of SEM". Business Dictionary. Retrieved 10 May 2017. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  6. "E-mail Marketing". Entrepreneur. Retrieved 10 May 2017. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  7. "Interactive-marketing". marketing schools. Retrieved 10 May 2017. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  8. "What is blog marketing". The Balance. Retrieved 10 May 2017. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  9. "Widget Marketing". Mapping The Web. Retrieved 10 May 2017. {{cite web}}: Cite has empty unknown parameter: |dead-url= (help)
  10. Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). "Elements of Strategic Social Media Marketing: A Holistic Framework". Journal of Business Research. doi:10.1016/j.jbusres.2016.05.001.
  11. Zhang, M., Jansen, B. J., and Chowdhury, A. (2011) Influence of Business Engagement in Online Word-of-mouth Communication on Twitter: A Path Analysis. Electronic Markets: The International Journal on Networked Business. 21(3), 161-175.
  12. Chang, Ray; Wonseok Oh; Alain Pinsonneault; Dowan Kwon. "A Network Perspective of Digital Competition in Online Advertising Industries: A Simulation-Based Approach". 21 (3). JSTOR 23015551.
  13. Jansen, B. J.; Zhang, M; Sobel, K; Chowdury, A (2009). "Twitter Power: Tweets as Electronic Word of Mouth" (PDF). Journal of the American Society for Information Sciences and Technology. 60 (11): 2169–2188. doi:10.1002/asi.21149.
  14. Assaad, Waad; Jorge Marx Gomez. "Social Network in marketing (Social Media Marketing) Opportunities and Risks". 2 (1). Retrieved 10 May 2017.
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