What Does Interactive Marketing Interact With?

There are many new concepts in marketing in the Internet age. Interactive Marketing is one of them. Some articles even will network marketing It is often referred to as interactive marketing, and it is often seen in the relevant articles about "interactivity" as one of the main differences between Internet marketing and traditional marketing. But there is little systematic description of what interactivity is, what value of interactivity is for marketing, and how interactivity is manifested. This is a preliminary analysis, which may not be comprehensive, and may even be inaccurate in some places, for reference only.

What is? Interactivity

When we watch TV commercials, we can not decide what to broadcast by choosing a channel. Only by watching or not looking at the choice, we can not ask the television station about the product of the advertisement, so TV advertising is not interactive. When you receive a product catalog from a shopping mall, if

When you are interested in a product, you can call to inquire. This direct marketing mode has some interactivity, but it can not be called interactive marketing, because the communication between customers and businesses is not real-time. When we browse an interactive network advertisement or a multimedia presentation of a product through a computer, users can click on a particular part according to their interests to do detailed research, or even change the display modes of various images. They can choose different background sounds or music, or combine them into new product models according to their instructions, that is to say, they are interactive.

It can be seen that the characteristic of interactivity is that users can participate in real time. This participation can be a conscious inquiry, to a certain extent, to the original order and internal.

Changes in content can also be random or unconscious clicks. The degree of interaction involves not only the combination of program but also the interest and way of participants. On the Internet, interactive advertising, online games, intelligent inquiry, online real-time services and so on all have different degrees of interactivity. Therefore, generally speaking, interactivity is one of the most important characteristics of the Internet. With the continuous development and popularization of interactive TV and other technologies, interoperability will no longer be unique to the Internet, but it is certain that interaction will play a more prominent role in marketing, and interactive marketing will also become an important feature of network marketing.

Interactivity and Interactive marketing

In early 2001, the Internet Advertising Bureau quietly changed its name to the interactive advertising agency. Although the abbreviation is still IAB (Interactive Advertising Bureau) and there is no substantial change in the area of concern, the connotation of the two concepts is obviously different. "Interactive advertising" will interact more closely with online advertising, although some online advertisements do not always have full interaction functions. It is speculated that Internet marketing should be called interactive marketing. Why is interactivity valuable for marketing?

Compared with compulsion, users can participate to a certain extent, so the interaction makes the distance between users and merchants (advertisers) greatly shortened, and at the same time, it greatly reduces the response time to users (sometimes even real-time), and means of communication are more diversified. Users can easily understand more information they want, and the situation of information asymmetry between buyers and sellers has greatly improved. Therefore, for users, interactive marketing mode can arouse more interest and concern. Therefore, one of the main advantages of the interactivity of network marketing is that it is easier to convey information to users, or, "the essence of interactive marketing is that users can get information more conveniently". When we understand the essence of interactive marketing, how to make better use of interactivity has become one of the important contents of Internet marketing.

Interactive means in network marketing

When evaluating a website, we usually see comments such as lack of interactivity, which are commonly used in network marketing besides website itself.

Interactive means include search engines, e-mail (mailing lists), feedback forms, instant messages, forums, online advertisements, e-books, e-cards, online questionnaires, etc., but the interactivity of these methods is not natural, and interactivity needs to be achieved through a set of technical means.

For example, an enterprise website, if using static web pages, can not show the function of interaction; if the network advertisement is only a picture (including animation), it is not obvious enough to passively wait for the user's click. Similarly, Email as the most important network marketing tool, different operation mode, its interaction effect is also very different. This has a great relationship with the audience's demand characteristics, the format of the mail, the design of content, and the sending time and sending frequency. Only by mastering the rules, can interactive play a greater role in marketing.

In addition, it is necessary to point out that some articles confuse interactive marketing with cross marketing, but there are fundamental differences between them. Cross marketing is a cooperative marketing mode of marketing resources sharing among different departments and agencies. The purpose is to promote related products / services. The essence of cross marketing is a promotion method to customers or partners' customers under the condition of having certain marketing resources. The biggest feature of this marketing method is to make full use of the existing resources and carry out cross marketing among two enterprises with the characteristics of users' needs, so that the number of potential users can be significantly increased without additional marketing costs.