Internet Marketing Communications: Interactivity and Integration

Abstract

Abstract:This paper reports exploratory research into the role of the Internet in marketing communications and the conceptualisation of integration and interactivity in this context. Three mini case studies of large companies in the fast moving consumer good industry illustrate the application of frameworks developed for the understanding of integration and interactivity. The case studies show uncertainty about the value of the Internet as a communications channel and the use of interactive tools. The more advanced companies exhibit greater integration of communication tools, across marketing functions and across media. The interactive tools/goals framework developed shows how the more advanced companies also use interactive tools that address a wider range of human motivational goals. This framework suggests how opportunities for value-adding through interactive tools can be identified, giving a basis for further work.

Link injection for boosting information spread in social networks

“…However, the inherent preference that users have to the diffused information (product, brand, etc.) is also a factor that determines the activations (Lawton and Gregor 2003). To account for this factor, we extend IC accordingly, by associating each user w with a random variable h w that follows the Beta distribution h w $ Betaða; bÞ and characterizes the resistance of the user to become activated in the presence of social influence.…”

Designing Websites for Learning and Enjoyment: A study of museum experiences

“…The first three goal categories represent within-person goals, and the last three categories represent goals with respect to the relationships between people and their environments (Lawton & Gregor, 2002). Figure 1.…”

“…Forrester and Jantzie (2004) proposed that multimedia allows instructors and designer to bring the real world to the learners through the use of audio and visual functions. Lawton and Gregor (2002) analysed the uses of Internet interactivity for marketing and suggested that in the Internet environment, non-passive, user-pull, and interactive tools have the greatest potential to add value.…”