Cybermarketing: your interactive marketing consultant by Regina Brady, Edward Forrest, American Marketing Association PDF

By Regina Brady, Edward Forrest, American Marketing Association

ISBN-10: 0844234427

ISBN-13: 9780844234427

A set of articles at the most up-to-date advancements in interactive advertising. the topics lined contain incorporating interactive media into revenues, advertising communications, direct reaction and ads, media improvement, and buyer targeted ideas for the net.

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But it won't stay fresh for long. Those armed with an understanding of where we are today and what the immediate potential is can develop plans that will allow them to prosper and grow. The Convergence of Technologies for Interactive Marketing We are beginning to see the convergence of technologies that will be a boon for interactive marketers. The Internet is driving computing power in diverse forms; in the next year, expect to see Net-enabled phones, TV sets, and cars. Here are just a few examples of how this is occurring.

Smart marketers can use interactivity to get customers involved. Smart marketers can find ways to customize the experience to the needs and wants of each individual. Instead of wading through a swamp of irrelevant information, consumers can be matched up with exactly the information they want and need. Marketers have the ability to tailor messages to different prospects. With database marketing and design you can store massive amounts of data but only give the customer the information he needs.

One of the biggest factors fueling this growth is the large number of families in America with school-age children. " The Expansion of Modem Penetration Internet and online services access requires the use of a modem. A major factor inhibiting the trial of online services by consumers has been the infrequent installation of this device with PCs in the home. Modems are now being pre-installed in virtually all new computers introduced on the market today (and they are also multimedia equipped). When the consumer or business person powers up their Page xv new PC, they are also likely to see several of the online services and Internet Service Providers (ISPS) prominently displayed on their desktop.

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Cybermarketing: your interactive marketing consultant by Regina Brady, Edward Forrest, American Marketing Association

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