Interactive Marketing communication model / Marketing communications

Interactive Marketing communication model

Interactive marketing

Interactive Marketing

Explore the Strategy of Interactive Marketing

Traditionally, advertising flows in one direction. A marketer will design an ad, purchase ad space, send the ad into the world and wait for the results to start showing up in the cash register. This one way conversation doesn't create a dialogue about a product, but simply relays a message for customers to accept or reject.

Interactive Marketing Contents

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For many companies, this kind of top down advertising is no longer effective. Customers now expect to be welcome and respected participants in the brands they love. They don’t want to be persuaded that something is worth buying; they want to contribute to making that brand better.

A survey conducted by ExpoTV.com found that 55% of respondents would prefer to have ongoing communications with the companies they buy from. That same survey found that 89% of respondents would feel more loyal to a company if they were invited to provide feedback.

In the past, engaging consumers in a conversation was difficult for marketers, requiring time and energy to seek out and survey potential customers. All of that changed with the advent of the Internet. Today, tools make it easier than ever for companies to solicit feedback, track customer behaviors, and tailor marketing and product offerings to their customer's wants. This communication leads to greater customer satisfaction and prolonged brand loyalty, allowing consumers to participate in a conversation about the favorite products.

What is Interactive Marketing?

Interactive marketing relies on customers expressing their preferences so that marketers can produce more relevant marketing messages. Unlike the outbound marketing of the past, interactive marketing creates a two way dialogue between a business and its customers. Advertising becomes a dynamic process that follows customers rather than leading them. Any time a customer is invited to provide feedback, express their personal preferences, or offer up demographic information, they are providing information that marketers can use to guide their advertising efforts.


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Not sure if anyone can help....

by untuchableface

I am currently getting my masters in IMC (Integrated Marketing Communications) and I really, really want to tap into the fashion industry. I want to do fashion marketing or something of the sort. Does anyone know where I could even begin with this search? I am new to Chicago so I'm not even sure of any well-known or established fashion-oriented firms.
Anyone help?

Springer Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets (Media Business and Innovation)
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