From the very beginning, we may re-think what is marketing? If the basic purpose of marketing is "telling someone about something", then it has no necessary to gain reaction or response from the audience.
Marketing is way more than just telling someone something. Do not mix "Promotion" or "Broadcasting" with "Marketing". Marketing, as can be seen on wording, is a way of "market" something. When you "market" something, money involves. When money involves, the person who spends the money may want benefit in return.
1) The buyer pays the money then wants good value from the product.
2) The company pays the money to market the product and gets the money when a sale is completed. This is not just "telling someone about something".
For interactive advertising, it is an "evolved" version of marketing. Especially for the more those products and service with higher use value.
For example, Audi launched the new car series A4 by using the iPhone game application. It is a free game to download. Player can download to play with and at the same time remember and know more about the car.
Another example, ”click to fill the application, and you will have a special offer of 30%”. The statement is so familiar to us. A dozen of them will appear in your mail box everyday. Did you give an eye to see what companies are they? Offering coupon means, they are price sensitive. We would never see
For those business involve many personal interaction are not very suitable to do interactive advertising.
A more extreme case, I think no one will use interactive marketing to sell military ammunition.
I can’t say that prestige product must not use interactive marketing. It’s still waiting for brilliant ideas from the marketers.
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