2. Interactive Marketing
Interactive Marketing refers to the evolving trend
in marketing whereby marketing has moved from a
transaction-based effort to a conversation.
John Deighton argued that interactive marketing
features “the ability to address an individual and the
ability to gather and remember the response of that
individual” leading to “the ability to address the
individual once more in a way that takes into
account his or her unique response”(Deighton 1996).
Interactive marketing is not synonymous with online
marketing, although interactive marketing processes
are facilitated by internet technology.
3. The ability to remember what the customer
has said is made easier when we can collect
customer information online and we can
communicate with our customer more easily
using the speed of the internet.
Amazon.com is an excellent example of the
use of interactive marketing, as customers
record their preferences and are shown book
selections that match not only their
preferences but recent purchases.
4. The Internet and Integrated
Marketing Communication
Banners
Sponsorships
Pop-Ups/ Pop-Unders
Advertising on Internet
Interstitials
Push Technologies
Links
Paid Search
Behavioral Targeting
Contextual Ads
Online Commercials
Rich Media
Video in Demand
Podcasting
Additional Internet
RSS
Advertising Forms
Blogs
5. Banner
A web banner or banner ad is a form of
advertising on the World Wide Web delivered by
an ad server. This form of online advertising entails
embedding an advertisement into a web page.
It is intended to attract traffic to a website by linking
to the website of the advertiser. The advertisement is
constructed from an image (GIF, Flash, often
employing animation, sound, or video to maximize
presence).
Images are usually in a high-aspect ratio shape (i.e.
either wide and short, or tall and narrow) hence the
reference to banners. These images are usually
placed on web pages that have interesting content,
such as a newspaper article or an opinion piece.
6. Sponsorships
Sponsorship is a cash and/or in-kind fee paid to a
property (typically in sports, arts, entertainment or
causes) in return for access to the exploitable
commercial potential associated with that property,
according to IEG.
While the sponsee (property being sponsored) may be
non-profit, unlike philanthropy, sponsorship is done with
the expectation of a commercial return.
And, while sponsorship can deliver increased
awareness, brand building and propensity to purchase,
it is different than advertising. Unlike advertising,
sponsorship can not communicate specific product
attributes. Nor can it stand alone. Sponsorship requires
support elements. And, while advertising messages are
controlled by the advertiser, sponsors do not control the
message that is communicated. Consumers decide
what a sponsorship means.
7. Pop-Ups
Pop-up ads or pop-ups are a form of online
advertising on the World Wide Web intended to
attract web traffic or capture email addresses.
Pop-ups are generally new web browser windows to
display advertisements. The pop-up window
containing an advertisement is usually generated
by JavaScript using cross-site scripting (XSS),
sometimes with a secondary payload using Adobe
Flash, but can also be generated by other
vulnerabilities/security holes in browser security.
A variation on the pop-up window is the pop-
under advertisement, which opens a new browser
window hidden under the active window.
8. Pop-Unders
Pop-Unders are ads that appear
underneath the Web page and becomes
visible only when the user leaves the site.
Pop-unders do not interrupt the user
immediately and are not seen until the
covering window is closed, making it
more difficult to determine which web site
opened them.
9. Interstitials
Interstitials are ads that appear on your
screen while you are waiting for a site’s
content to download.
On the World Wide Web, interstitials are web
pages displayed before or after an expected
content page, often to
display advertisements or confirm the user's
age (prior to showing age-restricted material).
Most interstitial advertisements are delivered
by an ad server.
10. Push Technologies
Push technologies or webcasting
technologies, allow companies to “push” a
message to consumers rather than waiting for
them to find it.
A webcast is a media presentation distributed
over the Internet using streaming
media technology to distribute a single
content source to many simultaneous
listeners/viewers.
A webcast may either be distributed live or on
demand. Essentially, webcasting is
“broadcasting” over the Internet.
11. Links
While considered by some as not a type of
advertising, links serve many of the same
purposes as are served by the types
discussed above.
For example, a visitor to one site may click on
a link that provides additional information
and/or related materials at another site.
12. Paid Search
A type of contextual advertising where Web site
owners pay an advertising fee, usually based
on click-throughs or ad views to have their Web
site search results shown in top placement
on search engine result pages. Some search
engines will make it easy for users to determine
which search results are natural and which are
paid, while others will mix the results making it
more difficult for users to determine which are
the paid search results. Also called sponsored
search.
13. Behavioural Targeting
Behavioural Targeting refers to a range of
technologies and techniques used by online
website publishers and advertisers which allows
them to increase the effectiveness of their
campaigns by capturing data generated by
website and landing page visitors. When it is done
without the knowledge of users, it may be
considered a breach of browser security and
illegal by many countries' privacy, data
protection and consumer protection laws.
When a consumer visits a web site, the pages they
visit, the amount of time they view each page,
the links they click on, the searches they make
and the things that they interact with, allow sites
to collect that data, and other factors, create a
'profile' that links to that visitor's web browser.
14. Behavioural Targeting
As a result, site publishers can use this data to
create defined audience segments based
upon visitors that have similar profiles.
When visitors return to a specific site or a
network of sites using the same web browser,
those profiles can be used to allow advertisers
to position their online ads in front of those
visitors who exhibit a greater level of interest
and intent for the products and services being
offered.
15. Contextual Ads
Contextual advertising is a form of targeted
advertising for advertisements appearing
on websites or other media, such as content
displayed in mobile browsers.
The advertisements themselves are selected and
served by automated systems based on the
content displayed to the user.
For example, if you are visiting a website
concerning travelling in Europe and see that an
ad pops up offering a special price on a flight to
Italy, that’s contextual advertising. Contextual
advertising is also called “In-Text” advertising or
“In-Context” technology.
16. Rich Media
Rich media is an Internet advertising term for a Web page
ad that uses advanced technology such as streaming
video , downloaded applets (programs) that interact
instantly with the user, and ads that change when the
user's mouse passes over it. For example:
An ad for a Hollywood movie that includes a streaming
video sample of a scene from the movie
A mouse cursor that is changed to an image on a
particular Web site if the user requests it (for example, a
cursor that changes to a tiny red question mark on a site
like whatis.com)
A standard-size banner ad that includes an inquiry form
about ISDN installation, capturing the user's filled-in
personal information, and telling the user they will be
contacted by a company representative - all simply by
interacting with an ad on an online publisher's Web page
17. Rich Media
Rich Media
Online Video in
Commercials Demand
19. Podcasting
A podcast is a type of digital media consisting of an
episodic series of files (either audio or video) subscribed
to and downloaded through web syndication or
streamed online to a computer or mobile device.
The word is a neologism derived from "broadcast" and
"pod" from the success of the iPod, as podcasts are
often listened to on portable media players.
A list of all the audio or video files currently associated
with a given series is maintained centrally on the
distributor's server as a web feed, and the listener or
viewer employs special client application
software known as a podcatcher that can access this
web feed, check it for updates, and download any new
files in the series.
20. RSS
RSS (originally RDF Site Summary, often dubbed Really Simple
Syndication) is a family of web feed formats used to publish
frequently updated works—such as blog entries, news
headlines, audio, and video—in a standardized format.
An RSS document (which is called a "feed", "web feed", or
"channel") includes full or summarized text,
plus metadata such as publishing dates and authorship.
RSS feeds benefit publishers by letting
them syndicate content automatically.
RSS feeds can be read using software called an "RSS reader",
"feed reader", or "aggregator", which can be web-
based, desktop-based, or mobile-device-based. The user
subscribes to a feed by entering into the reader the
feed's URI or by clicking a feed icon in a web browser that
initiates the subscription process.
21. Blogs
A blog is a personal journal published on the World
Wide Web consisting of discrete entries ("posts")
typically displayed in reverse chronological order so
the most recent post appears first.
Blogs are usually the work of a single individual,
occasionally of a small group, and often are themed
on a single subject.
Blogging can be seen as a form of social networking.
Indeed, bloggers do not only produce content to
post on their blogs but also build social relations with
their readers and other bloggers.
As of 16 February 2011, there were over 156 million
public blogs in existence.
