Definition

• IM refers to THE NEW TREND of Marketing.

• “Interactive marketing is the ability to address the customer,

remember what the customer says and
address the customer again in a way that illustrates that we remember
what the customer has told us “ - John Deighton at Harvard.

• It is not synonymous with online marketing, although interactive

marketing processes are facilitated by internet technology.

• Amazon.com is an excellent example of the use of interactive

marketing.

• Here customers record their preferences and are shown book selections
that match not only their preferences but recent purchases.
 Placing Ads and Promotions Online
• WEBSITES
 Microsites
• A limited area on the web
managed and paid by external
company.
• The company uses a another
site to display its product in a
mini space of their website for
customers to get attaracted.
 Search Ads

• This is pay per click ads which come along with the
search words given to Google.
• Advertisers are needed to pay only when their links
are clicked .
• Google , MSN and yahoo has this service .
 Display Ad on Face book
•  just stumbled upon this beautiful Facebook
app called Lookbook, developed by Gap to
promote their 1969 Premium Jeans Collection.
• Using a simple interface to find the perfect
match of your choice, the thing i liked the
most was the availability of going to the GAP
site in order to buy that outfit that you chose
at the Facebook app.
BANNER AD
Nissan Gashqai – on Yahoo and MSN banners.
 Internet
specific Ads
and Videos.

Samsung launched an online campaign in 2008 to promote the

supposed iPhone killer, the Samsung Instinct. First there was
a campaign website including a fun product placement programme.
But more innovative is the interactive short movie 'Follow Your
INSTINCT', which can be watched on YouTube only. The movies are
connected through YouTube annotations, which makes it the first
commercial use of annotations. On clicking on this it will take you
the Samsung 'Follow Your INSTINCT Ad.
Sponsorships
• Companies get
their names on
the internet by
giving their ads
by sponsoring
special content
on Websites
that carry info,
fact, etc.
 Alliances

• Microsoft and Yahoo has the alliance and so

Microsoft ads are seen on Yahoo and
Microsoft uses the information of people
using yahoo and using banner ads to increase
the ads of Microsoft and its products.
 ONLINE COMMUNITIES
•  HSBC Business Network is an online community for both customers and
non-customers, allowing businesses and entrepreneurs to share
information with and gain information from their peers.
• It is a good example of brands using online communities to provide a
service that compliments and enhances their existing product portfolio.
• The site has gathered over 1,000 members since the start of 2008.

• MyStarbucksIdea. - This site, launched in early 2008, has a simple community

concept – one can submit an idea to Starbucks, comment on existing ideas or vote
for them. 
 Through Emails…

• There's an intresting fight going on between

Greeenpeace and Nestle. Greenpeace pointed
his arrows on KitKat producer Nestle today,
blaming the company for using palm oil (key
ingredient for products like KitKat) from
producers who destroy rain forests in
Indonesia. To get massive attention, they
released the KitKat style commercial one with
a shocking twist.
http://www.youtube.com/watch?v=VaJjPRwExO8
 MOBILE MARKETING
• Marketing through various means to interact with
customers to inform about the product or service.

• Other mobile marketing applications are: - Event Alerts,

Emergency Alerts, Contests/Sweepstakes, News Alerts,
Store Openings etc
MOBILE MARKETING