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

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Anne Moes

    (University of Groningen
    Amsterdam University of Applied Sciences)

  • Marieke L. Fransen

    (Radboud University)

  • Tibert Verhagen

    (Amsterdam University of Applied Sciences)

  • Bob Fennis

    (University of Groningen)

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.

Suggested Citation

  • Anne Moes & Marieke L. Fransen & Tibert Verhagen & Bob Fennis, 2023. "From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 43-63, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_3
    DOI: 10.1007/978-3-031-14961-0_3
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