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Interactive marketing, sometimes called trigger-based or event-driven marketing, [1] is a marketing strategy that uses two-way communication channels to allow consumers to connect with a company directly.
Interactive advertising allows consumers to interpret advertisements in unique ways and understandings, and sheds light on the increasing significance of the consumer's role in determining the value of marketing campaigns in modern society.
The Journal of Interactive Advertising (JIA) is a peer-reviewed international journal covering the field of interactive advertising, marketing and communication in the constantly expanding networked world. It publishes original research related to advertising using interactive means, including both online and offline, to promote mutual actions ...
In particular, the rise of digital and interactive media meant that marketers were relying less on advertising as the dominant form of marketing communications. Amongst practitioners and scholars, there was an increasing recognition that new approaches to marketing communications were required.
The Interactive Advertising Bureau (IAB) is an American advertising business organization that develops industry standards, conducts research, ...
Experiential marketing is a growing trend which involves marketing a product or a service through custom memorable experiences that engage the customers and create emotional attachment to the product/service. [4] [5] Physical and interactive experiences are used to reinforce the offer of a product [6] and make customers feel as if they are part ...
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