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.
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.
The Internet and IntegratedMarketing 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
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.
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.
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.
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 users age (prior to showing age-restricted material). Most interstitial advertisements are delivered by an ad server.
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.
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.
Paid SearchA type of contextual advertising where Web siteowners pay an advertising fee, usually basedon click-throughs or ad views to have their Website search results shown in top placementon search engine result pages. Some searchengines will make it easy for users to determinewhich search results are natural and which arepaid, while others will mix the results making itmore difficult for users to determine which arethe paid search results. Also called sponsoredsearch.
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 visitors web browser.
Behavioural TargetingAs a result, site publishers can use this data tocreate defined audience segments basedupon visitors that have similar profiles.When visitors return to a specific site or anetwork of sites using the same web browser,those profiles can be used to allow advertisersto position their online ads in front of thosevisitors who exhibit a greater level of interestand intent for the products and services beingoffered.
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.
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 users 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 users 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 publishers Web page
Rich Media Rich Media Online Video in Commercials Demand
Additional Internet Advertising Forms Additional Internet Advertising Forms Podcasting RSS Blogs
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 distributors 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.
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 feeds URI or by clicking a feed icon in a web browser that initiates the subscription process.
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.