Journal Article

New frontiers and future directions in interactive marketing: Inaugural Editorial

Wang, Cheng Lu

2021

Overview

While the term interactive marketing often has diverse definitions and usages among marketing professionals and practitioners, it is defined here as the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. [...]a definition characterizes interactive marketing in terms of the following aspects, namely, first, it is a two-way communication with mutual influences in social and business ecosystems; second, it focuses on customer responsiveness and often proactive behaviors in value creation and exchange; and third, its interactivity involves customer participation and engagement in controlling and modifying the environment in real-time (Steuer, 1992). The growth of digital platforms has displaced traditional intermedia not only by creating a new type of superpower of omnichannel marketplace spanning online and offline retailers but also changed business models from a linear supply chain pipeline to a complex network of producers and users in an interconnected ecosystem (Parker, VA Alstyne and Choudary, 2016). [...]participants can swap their roles from hosts to customers on Airbnb, from drivers to riders on Uber and Didi, from media content creators to audience on Youtube and Wikipedia.

• Publisher: Emerald Publishing Limited,Emerald Group Publishing Limited
• Subject: Actors / Advertising / Audiences / Business ecosystems / Chatbots / Computer platforms / Consumers / Customers / Direct marketing / Electronic commerce / Fans (Aficionados) / Interactive marketing / Marketing / Shopping / Social networks / Strategic planning / Streaming media / Supply chains / User generated content / Value creation / Verbal communication / Virtual reality