Interactive Marketing Concepts

Study Notes

Interactive Marketing

Interactive marketing is a two-way electronic communication where customers control the flow of information
It builds customer value, relationships, and experiences through electronic interaction
Consumers are engaged in customization and personalization
It provides direct, on-demand information and transcends geographical limitations
It increases form utility through personalized systems and choiceboards

Creating Customer Value

Interactive marketing offers direct and instant information, making it convenient for buyers
It removes geographical limitations on product access
Choiceboards, which allow consumers to tailor products/services, enhance form utility
Personalization systems increase the value perceived by the customer

Interactivity and Individuality

Businesses use interactivity to gauge consumer needs and respond swiftly
Individualization empowers consumers in the buyer-seller exchange
Active participation improves customer relations

Creating a Compelling Online Customer Experience

Seven essential website design elements determine appeal and user-friendliness:
- Context: Aesthetic and functional aspects of the website
- Content: All digital information (text, video, audio, graphics)
- Customization: User-controlled modifications to the site
- Connection: Links between the company's website and other sites
- Communication: Dialogue between the website and users
- Community: User-to-user interactions facilitated by the company
- Commerce: Ability to conduct transactions on the website

Online Consumer Behavior and Marketing Opportunities

Online consumers are generally more educated, younger, and affluent
Online shopping motivations include convenience, choice, personalization, communication, cost savings, and control

Cross-Channel Consumers and Multichannel Marketing

Cross-channel consumers combine online and offline shopping methods (e.g., webrooming, showrooming)
Multichannel marketing integrates multiple communication and delivery channels to boost customer engagement and retention
Methods for successful multichannel marketing include:
- documentation of cross-channel customer behavior
- employing mutually reinforcing channels
- measuring and monitoring channel performance

Additional Considerations

Privacy and security are paramount concerns in online shopping
Understanding and adapting to consumer behavior, and designing a seamless online experience, are essential for online marketing success

Description

Explore the key concepts of interactive marketing and how it enhances customer engagement and value. This quiz focuses on two-way communication, customization, and the role of choiceboards in creating personalized experiences for consumers. Test your understanding of how businesses leverage interactivity to meet consumer needs effectively.