Interactive Marketing

Paper Summary:

This paper provides a review of the relevant literature to describe the background and overview of how interactive marketing can be used effectively. The paper also discusses some of the potential problems that have been experienced with this approach in the past.

Outline:
Introduction
Review and Discussion
Background and Overview
Effective Interactive Marketing Techniques to Facilitate the Purchase Decision Process
Typical Problems Encountered with Interactive Marketing that Constrain the Purchase Decision
Conclusion

From the Paper:

"The research to date shows that when done properly, interactive marketing will give rise to the need for measures of the effectiveness of marketing communication that go beyond traditional measures. These new measures will focus on process as well as outcome and are likely to include measures of effectiveness that have previously been regarded as mediating variables (Bryant & Zillman, 2002). According to these authors, "The use of interactive media also draws attention to the theoretical differences between traditional conceptualizations on advertising and its applications to today's marketplace. Traditional approaches to advertising practice and research have implicitly assumed that advertising is something the marketer does to the consumer" (p. 369). By sharp contrast, interactive advertising makes it clear that what advertising does to the consumer is only one limited dimension of advertising, highlighting the need to understand what consumers do to advertising and how interactive media affect this two-way interaction (Bryant & Zillman, 2002). "

Sample of Sources Used:

• Bryant, J., & Zillmann, D. (2002). Media effects: Advances in theory and research. Mahwah, NJ: Lawrence Erlbaum Associates.
• Davis, J., Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2002). Interactive psychographics: Cross-selling in the banking industry. Journal of Advertising Research, 42(2), 7-9.
• Hwang, J. S., Lee, G., & Mcmillan, S. J. (2003). Effects of structural and perceptual factors on attitudes toward the Website. Journal of Advertising Research, 43(4), 400.
• Online shopping 'still second best.' (2005, April 19). Evening Gazette (London), 14.
• Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2002). Leveraging customer information to develop sequential communication strategies: A case study of charitable-giving behavior. Journal of Advertising Research, 42(4), 23.

More papers on Interactive Marketing:

• Analytical Essay # 142996 : "Marketing on the Web"
• Case Study # 119760 : "Internet Marketing"
• Essay # 68039 : "E-Commerce and Marketing"

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