Interactive Marketing Definition

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According to Lim, Chung and Iaver (2012) interactive marketing is the dialogue between the firm and the customer in which purchase and non-purchase information are shared. Further added to the definition and defines it as interactive marketing occurs when buyers and sellers both interact. Internet can be the best fit for the interactive marketing as argued by Macdonald and Sharp (2003) internet has abilities to allow customers to participate in communities is the basis for interactive marketing. The online communities have increased the interaction between the customers and the firm. Interactive marketing should not be considered only exist in the online world.
Lugosi, Janta and Watson, (2012) explained it as traditional marketing is the function …show more content…

Individuals who agree to take part are interviewed on the spot or taken to place which has been setup for interview somewhere in the mall. Mall intercept is not just a survey tool but it is also used as a marketing tool for the trial generation, free sampling of many FMCG products and at the same time used for contacting customers yet used as a platform for brief discussion between the researcher and the participant. Mall intercept can be taken as a convenience sampling as it provides an economical and very quick way to do sampling especially for hard to reach segments of a population (Law, Buhalis & Cobanoglu, …show more content…

It’s better to have the consumers feedback in the beginning of the launch of a new product because once the product is floated into market it’s very hard to take it back, if it faces some major problems and rejection from the customer for any reason (Liao, Wu, Widowati & Chen, 2012). What actually they did in product experience, consumers were asked to try the product at the point of purchase and ask for feedback. For example, when Maggie noodles are launched they placed stalls at different malls of Karachi and offer their product to the people there and ask them whether they like it or not. Same thing is done by Head Shoulder, they set a kiosk on which they are offering a free scalp check for dandruff to everyone but specially focusing on men. At the same time the company’s representative also explains the advantage of using the Head N Shoulder. Recently Loreal Paris celebrated their 100 years of beauty, what they did they went to the famous mall of Karachi Park Towers and held 5 days’ activities in which they offer product experience with discount offers and many perks to their customers. The famous hair stylist Nabeela, famous makeup artist Tariq Ameen were there with their teams, which are offering free make over and hair styling with the Loreal’s

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