Cybermarketing: your interactive marketing consultant by Regina Brady, Edward Forrest, American Marketing Association

By Regina Brady, Edward Forrest, American Marketing Association

A suite of articles at the most modern advancements in interactive advertising. the themes lined contain incorporating interactive media into revenues, advertising communications, direct reaction and advertisements, media improvement, and client targeted innovations for the web.

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1:1 media are individually addressable. An addressable medium can deliver a single, separate message to a particular individual. Until very recently, virtually the only addressable medium of any significance was a slow, cumbersome, expensive postal system. Not any more. New 1:1 media allows a marketer to send information to individual consumers without using the mail at all. 2. 1:1 media are two-way, not one-way. Today's mass media only convey one-way messages from the marketer to the customer.

There are charts that have been plotted. There have been successes and failures, and we can learn from each of these examples. We hope that this book will be a road map to success for you. Page 1 SECTION I MARKETING STRATEGIES IN THE INTERACTIVE AGE This first section provides the framework for understanding the broad spectrum of interactive media today. It will provide a structure for creating a marketing strategy to reach the interactive consumer. This requires a change in mindset both about how to effectively exploit the opportunities new media brings and how to approach the consumer who uses the new media.

But just having one's shout heard above the clamor is clearly inferior to the ultimate goal as a businessthe final purpose of all marketing activitywhich is to generate sales and loyal customers. Using the new media of the 1:1 future, a marketer will be able to communicate directly with customers, individually, rather than shouting at them in groups. Current and future 1:1 media are different from today's mass media in three important ways: 1. 1:1 media are individually addressable. An addressable medium can deliver a single, separate message to a particular individual.

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