Interactive marketing is transforming rapidly in the Web 2.0 world where the Internet is becoming a social phenomenon for creating, distributing, using and sharing content. The web is breaking the silos: customer-centric website content, pay per click contextual advertising, email, search engine optimization, corporate and product blogging and wikis and content publishing -- all with a deep-linking web architecture. It is becoming a conversation and if you don't play the right music, you will be watching it all flow past you.
Interactive Marketing Overview
- How the Internet is Changing Marketing
- The changing role of B2B marketers as the Internet takes a larger role in business. A tutorial from the American Marketing Association. Free registration required.
- The 4S Marketing Matrix Model
- This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model.
- Interactive Marketing News & Trends
- PROMO Magazine's regular update on news, trends, and ideas for interactive (online) promotion.
- Interactive Marketing Trends
- Clickz takes a look at big predictions for 2006.
- Influential Interactive Marketing
- One of the best blogs on interactive advertising, public relations and promotion.
- Interactive Marketing Guide
- Brandweek's comprehensive look into the business of interactive communications.
Interactive Advertising and Sponsorships
- The Business Value for Online Sponsorship
- The Interactive Advertising Bureau tracked 1500 online consumers to determine brand lift for sponsors.
- Interactive Ad Unit Size Guidelines
- These units are currently being introduced by Web publishers and are designed to enable marketers to utilize greater interactivity as well as expand the creativity in their online messaging.
- Pop Up Guidelines
- These guidelines are geared to help improve consumer perception of pop-ups by applying consistency in their use, specifications and labeling.
- Cost Per Keyword Averages
- Like most things, keywords appear to be costing advertisers more ... must be they are getting results or the prices would not stick.
Interactive Providers
- Leading Interactive Agencies
- At the top of the list is Euro RSCG with $275 million in interactive revenue.
