Interactive Marketing

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• Interactive Marketing

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The Web as Medium

• Interactivity
• Continuous construct capturing the quality of a
  2-way communication between 2 parties. Two
  dimensions
• Response time
• Response contingency (response of one party
  contingent upon the response by other party)

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The Web as Medium

• The Web is a Hypermedia Computer-Mediated
  Environment
• Mass Media
• Interpersonal and computer-mediated
  communications
• Hypermedia CMEs
• Vanderbilt elab http//ecommerce.vanderbilt.edu/

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The Web as Medium

• Mass Media Model

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The Web as Medium

• Interpersonal Model

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The Web as Medium

• Hypermedia CMEs

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Consumer Behavior and the Web FLOW
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Internet Communications Objectives

• To Disseminate Information
• To Create Awareness
• To Gather Research Information
• To Create an Image
• To Stimulate Trial
• To Improve Customer Service
• To Increase Distribution

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Internet Advertising

• Sponsorship
• Ownership of an entire site or page
• Banner Ads
• A portion of another owners page
• Pop-Ups
• Small windows that appear automatically
• Interstitial
• Ads appearing while waiting for a page to load
• Push Technologies or Webcasting
• Automatic or unsolicited message delivery
• Links
• Hypertext links to other sites, pages or locations

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Measures of Effectiveness

• KEY TERMS
• Hits
• Number of requests for a site component
• Viewers
• Number of visits to a site
• Unique visitors
• Number of different visitors per period
• Clicks (Click-throughs)
• Number of visitors clicking on a banner ad
• Click-through rate
• Ratio of click-throughs from an ad to a page at
  the advertiser's website
• Impressions per page views
• Number of times viewers view a page

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Measures of Effectiveness

• Online Measuring
• Data on demographics, psychographics, location of
  access, media used, buying habits, and more.
• Recall and Retention
• Daily user interviews to measure recall and
  retention of web content viewed
• Nonresponse
• Measures of destination after failure to
  click-through
• Surveys
• On- and off-line surveys to determine usage
  factors
• Panels
• Usage and attitude data obtained from a specific
  group
• Sales
• Sales volume keyed to specific times and sites
• Tracking
• Accumulation of site performance data

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Sources of Measurement Data

• Arbitron
• MRI and SMRB
• Audit Bureau of Circulation
• Internet Advertising Bureau (IAB)
• iVALS
• PC-Meter
• eMarketer
• eAdvertiser
• Double-Click
• 24/7
• Jupiter, Forrester and MediaMetrics
• Business 2.0, Industry Standard, Fast Company
• Internet Advertising Report and Individual.com