Interactive marketing
Ankit Shrivastava—GMBA08A155
Aravindhan R---
Dinesh Goyal—GMBA08A
Hardik Doshi---GMBA08A117

Agenda
•Definition
•Salient features
•Competitive advantage
•Strategies for success
•IM in practice

 “Interaction” is a two-way relationship
 Voluntary participation from the consumer
 Starts with interaction b/w Marketer and
Prospective customer.
 Marketer seeks to develop a greater
familiarity with the desires of the prospective
customer incorporating in product
development.
 fashion a website that appeals to the internet
user

 Push Model  Pull Model
 Message is being  The audience is enticed
“pushed” from the ad and encouraged to
experience and interact
with the message.
to the audience
 Online gaming, social
 Print Media /
Television networking

How it works

Clicks to Bricks

Clicks to Bricks

Advantages

Vehicles used

Popularity of each vehicle
Source: www.mckinseyquarterly.com

Global Perspective
Source: www.mckinseyquarterly.com

Opinion of executives after making investment in interactive marketing?
Industry wise investment in interactive marketing
Source: www.mckinseyquarterly.com

Market Potential—corporate
perspective
Source: www.mckinseyquarterly.com

STRATEGIES FOR INTERACTIVE
MARKETING
Multimedia
Opt in
Personalization
Tell a story
Include an compelling offer
Usability
Effective ROI

www.forbes.com as on 01 Jan 2006 Source: http://www.archive.org/

www.forbes.com as on 11 Feb 2008

www.weather.com as on 12 Apr 2006 Source: http://www.archive.org/

www.weather.com as on 11 Feb 2008

www.automationdirect.com as on 11 Feb 2008

www.doubleclick.com as on 11 Feb 2008

www.CEOEXPRESS.com as on 11 Feb 2008

Some of the best interactive websites out there
http://www.agencynet.com/
http://www.virginradiointernational.com/
http://chrysler.com
http://honda.com