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Wednesday, July 1, 2009

What’s the distinction of interactive advertising?

Creativity is the most important factor for advertising. It’s not only to the message for sure, but also selection of the channel and how you leverage the channel.


It is a shift from tradition one to mass advertising to a more approached personalize channel. This can definitely helps on enhance the brand awareness.


Interactive marketing is more personalized compare with the traditional marketing. We can see advertising everyday. It’s sometimes become annoying or being filtered out.


Marketers are now trying to find a continuous dialogue and the establishment of a relationship between the marketer and the consumer, allowing the marketer to better understand the target audience (Brengman, Cauberghe & Thielemans 2007)

Interactive media are more simulative for the potential customer to give feedback than the traditional one. A 2-way communication is not a traditional advertisement can not do. Traditional advertising is now a clutter, but interactive advertisements are comparatively more acceptable by potential customer. Once they interact with the ad, means that they are willing to know more, and this is the moment that are most suitable timing for them to absorb information.


The active way of feedback and the communication process can absolutely effected the level if involvement of the customers. The involvement of the customers is highly enhanced thought the 2-way communication. (Laurent & Kapferer 1985) (De Pelsmacker et al. 2008)


On the other hand, compare with traditional marketing, interactive advertising is much cheaper and cost effective. The Personalized style of it can help to niche the target customer such that to minimize the wastage of resources.



Reference:

Laurent, G. & J. N. Kapferer (1985), Measuring consumer involvement profiles, Journal of Consumer Research, 22, 1, pp. 41-53

Brengman, M., V. Cauberghe & E. Thielemans (2007), SMS-marketing, Is de Vlaming er klaar voor?, in: Vanhaverbeke W., M. Vanhoucke, P. De Pelsmacker, J. Van den Driessche & E. Henderickx (red.), Management Jaarboek 2007, Kalmthout, Duyck, R. & C. Van Tilborgh, 142-149.

De Pelsmacker, P. & P. Van Kenhove (2008), Marktonderzoek, Methoden en toepassingen, Pearson Education Benelux, Amsterdam.

- Teresa

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