Trading situation where the buyers specify the nature and application of products they wish to buy and sellers try to match these requests almost instantly or in a very short time. A large part of trading over the internet is through interactive marketing.

Interactive Marketing – Customer Involvement in Brand Building

Interactive Web Marketing allows customers and prospects to participate in the process of building a brand’s image in a certain market or target group’s minds. Thanks to the consumer’s ability to “interrupt” a brand’s communications and to complement or modify its messages to fit his or her perception, the process of building the brand itself is crowd sourced among its main target group, with or without the brand manager’s intervention. According to CEO of Situation Interactive, Damian Bazadona, “Customers have unprecedented access to information about companies. With brands becoming more defined by actions and not simply words, social networks, search engines and mobile device growth gives our consumers even more power, so it’s important to love customers, treat employees like gold and show a passion for what the organization does.

Interactive Vs. Monologue Marketing Communication

A brand that only communicates with its consumers via massive one-way media is having a monologue and may not be heard actively by its audience. Interactive Communications take place when both sides pay attention to the other, and a dialogue exists. Basis for a good interactive dialogue is the ability to interrupt the other party at any time.

Interactive Property Marketing

The shift towards interactive marketing is much attributed to greater consumer response and customer acquisition rates.
For example, in interactive property marketing, consumers are able to view and experience an entire development as they would on an entirely dynamic and interactive interface during mere construction stages. Consumer interaction and understanding of the prospective project is dramatically enhanced leading to higher confidence in the buying process. At the same time, the interactive technology can capture consumer statistics including usage information and interests in a non-obtrusive manner that can then be used to individually target to the consumer immediately or at a later stage.

Interactive Marketing – Site Stickiness

Understanding the user’s behaviour is important in the design of the website itself. This is referred to as site stickiness.
A user constantly makes judgements about the value of continuing or abandoning a visit to a website; these judgements are based on the value of the current page, which informs assumptions about the value of pages not seen.