From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools

Anne Moes (), Marieke L. Fransen (), Tibert Verhagen () and Bob Fennis ()
Additional contact information
Anne Moes: University of Groningen
Marieke L. Fransen: Radboud University
Tibert Verhagen: Amsterdam University of Applied Sciences
Bob Fennis: University of Groningen

Chapter Chapter 3 in The Palgrave Handbook of Interactive Marketing, 2023, pp 43-63 from Springer

Abstract: Abstract Interactivity has become a crucial aspect of marketing. It allows companies to connect with their customers, often resulting in positive outcomes. Based on a literature review, this chapter discusses ten of the most pioneering tools used in interactive marketing. First it will be explained how each tool relates to the three dimensions of interactivity (active control, two-way communication, synchronicity), and insights in what dimensions are the driving forces behind each interactive marketing tool are provided. Second, results showing that research on the ten interactive marketing tools generally finds positive effects on diverse outcome variables, such as enjoyment, urges, and behavioral intentions, are discussed together with conflicting outcomes (e.g., the effect on cognition) and the potential negative effects of the tools (e.g., privacy concerns and intrusiveness). It concludes with the recommendation for marketers and researchers to collaborate and actively try out (innovative) interactive marketing tools while closely monitoring their effects.

Keywords: Interactive marketing; Interactivity; Innovations; Marketing tools; Empirical research (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-14961-0_3

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DOI: 10.1007/978-3-031-14961-0_3

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