Understanding Interactive Marketing Communication

Definition of Interactive Marketing Communication

The interaction can be defined simply as the direct communication between two parties. Currently we are in danger of losing the true meaning of interaction, such discussions tend to focus on emerging technologies and to neglect the process of communication itself.

With the understanding of the true significance of interactive communication, existing media can be made interactive, and subsequently the cost far more effective.

Farewell to the halcyon days of television advertising of old?

A new wave of technology promises to transform the obsolete technology of analog television in a two-way medium that allows the viewer to determine what is to watch and when.

This could create a situation where consumers request information from the advertiser, the advertiser rather than solicit the attention of the consumer.

Viewers are becoming impatient with linear flow and television are increasingly using the limited opportunities available to them to avoid the intentions of the advertisers and program managers. Even if the remote is too much a fairly recent development, 44% are used routinely to avoid publicity.

Television is an advertising medium, not a means of communication and, as a decline in television face of competition from new media, traditional advertising will decrease with it.

In many ways, 'advertising' is an outdated concept, since the advertising media is simply a means of communication with customers. In an environment where the balance of power is shifting in favor of the consumer rather than the advertiser, manufacturers and service providers must find ways to replace the monologue of advertising with a box that can use a wide range of different marketing 'relationship' techniques.

Advertising must modernize and change.

The market place has changed. Newspapers and television stations have lost their exclusive domain of the advertiser, the number of print and electronic advertising channels has substantially increased, as a pre-printed leaflets pushed through letterboxes, or hung on handles, local cable TV and direct mail.

Recent events have given the advertising of a permanent role in the decrease in sales of goods and services. At the same time consumers are tiring of the constant barrage of cynical marketing messages. Are becoming less receptive to the blandishments of advertising, and their brand loyalty to erode as they see the raw products are distinguished only by price.
Advertising ignores communication theory.

As the media have matured, the behavioral dynamics of perception and interaction, which have not been tackled by advertising agencies in the '70s and '80s, during the explosive growth of advertising has become crucial to the redefinition of the media and its role in marketing communications. With passive, one way, forms of advertising such as display media or television advertising, there is a certainty of a degree of non-response.

Lack of communication skills.

Most advertising agencies do not have the communication skills, advertising messages are more carefully prepared that interpersonal communication and understanding yet 'message' tends to be lower. The ads are carefully prepared because gatekeepers (those who prepare and send messages) are more cautious about what they say to a wider audience than they are to an audience of one or a few, check their facts more carefully and prepare their syntax and vocabulary more precise. And yet, because their audience contributes much less feedback, the source is not possible to correct any forfeiture or understanding, so people are more likely to misinterpret what they hear or read in the media.

It is also important to note, of course, that only because mediated messages are more accurate, they are not necessarily more accurate. Gatekeepers have a way of viewing the world based on personal beliefs and motivations. This 'world view' sometimes tends to make media messages inaccurate.

The interactive communication leads to a commitment to participate.

However, with the communication of interactive marketing, there is a commitment to take part, which in turn leads to a number of possibilities, which are significantly different in the way affect the process of communication, it is.

The need for product information.

Image advertising does not provide the necessary information to purchase products based on knowledge. Furthermore, results from an interaction of communication in which two parties expect to give and take. The members of the public must be able to provide feedback. Media professionals must be sensitive to the information contained in the feedback. This give and take can take on a real understanding and true feedback.

The need for Interactive Marketing Communication.
In other words, because there is a human desire for interaction. We have created a media society during the last 40 or 50 years when there is a reduction due to extraordinary one-way interaction and the more passive form of information retrieval that is.

People want to be taken into account, to affect change, learn and personalize their relationships with the environment. There are a phenomenal number of reasons that cause people to interact, going far beyond just giving them things.

When people participate in interactive marketing communications, they are told that their efforts and feedback are of real help to advertisers. By participating, then they learn and understand the advertising message, personalize their relationship with the advertiser and their products (or services).
Consumers tend to filter information that does not want to hear, and this alters the effectiveness of advertising in a rather dramatic way. The decision of the client is always a compromise and this leads to a certain amount of anxiety. The concern that maybe the decision to purchase was not the best or right. In order to minimize this anxiety the purchaser seeks to reinforce its choice and begins to take more notice of advertising its product of choice. And at the same time, the purchaser deliberately suppresses data that could challenge its decision, ignoring the advertising of competing brands.

People are often loyal to one brand, simply because they do not want to redirect a decision. The ability to screen out unwanted data always exists when advertising in the media must stand on its own and fight for your attention.
Interactive Communications leads the consumer through the barrier of not wanting to deal with change, and this is the final market is after the advertiser - the people who use the products of its competitors.

Now the consumer can say, 'Yes, I want to change my behavior and I have a good reason or a number of reasons, "and have a well-informed opinion or image in mind.

If someone enters a decision to purchase the product with a very precise image of the product and its reason to exist and why they decided to purchase these reasons are valid, the test actually use the product, you tend to confirm this premise, and then conversion will be greatly improved.

Marketing Communication Interactive Advertising advertising becomes active, passive and actually alters behavior during the process of communication and learning.

Marketing Communication Interactive sales increase.
And there's more!
Improve relationships and greatly improves consumer knowledge, understanding and loyalty.
1. Strong company or brand values.
To be effective communication must be resolute in the choice of a specific proposal which by definition can not appeal to everyone. Yet every product, service or point of sale can offer several advantages and in some cases, these can be numerous. Interactive Communication presents consumers with a 'menu' powerful performance, both rational and emotional, and asks them to choose what they perceive as more relevant and interesting for them.
This allows them to: -
a) Customize their relationship with the communicator.
b. To absorb and retain the majority - or even all - of those extra benefits, while making their choice.
c. Not one, but several good reasons to buy the product or service.

Similarly puts these benefits in a context, educating consumers understand how important these benefits are to them, and positions the product or service as one to meet all these needs.
2. The emotional relationship.
To ask consumers for their opinions, rather than tell them, the company makes them feel special and involved in an unprecedented way. A society ready to listen! This disarms the consumer and produces a feeling of trust and therefore an emotional commitment to the company and its products, which can not be generated any other way.
This emotional engagement, increases the more rational understanding of the company or brand values ​​discussed above and provides an unprecedented, personal relationship with the manufacturer / brand / dealer - even among those who may have had no previous experience.

3. Consumer feedback.
Allow consumers to interact with the brand, offering their opinions and points of view no more than create an emotional involvement, allows a large number of real people to express their ideas in ways that have not been able to do before, to a company apparently willing to listen and act.
Consumers are seduced and this actually generates comments made on the company's strengths - as well as areas of opportunity for improvement or exploitation. It is, in fact, a huge piece of qualitative research, but without consumers' ability to be inhibited or deign real opinions led by a researcher.
So the combination of all these elements produces a deep understanding of the company and its brands - and its role and value to the consumer, a greater level of involvement in an emotional brand and a greater desire to buy it.
Understanding Interactive Marketing Communication.
With better understanding of the nature of the interaction allows us therefore to provide a more precise definition of the process, that is:
"With Interactive Marketing Communication:

the reader / viewer is encouraged to actively

take note of what is taught,

learn, rather than being taught the message and

then give a proof that the lesson in

this case the advertising / marketing message,

has been learned.

Interactive Marketing Communications provides

that anticipates the initial recipient of the message

and then subsequently evidences a response

using a mechanism predetermined .......