Interactive Marketing
Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that al...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2030 |
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| _version_ | 1832593879197548544 |
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| author | Peter Schafer |
| author_facet | Peter Schafer |
| author_sort | Peter Schafer |
| collection | DOAJ |
| description |
Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted methods and media if marketing is to remain cost-effective. Technological developments in interactive communication, telecommunication and digital marketing make this possible. Far more than mere communication tools, interactive media have become powerful business instruments. The article examines the nature of interactive communications and media and their integration and implementation in the marketing communications mix. The long-term implementation of interactive communications in corporations requires a marketing communications specialist that operates more interdisciplinary than ever before: he needs to assume the role of a "marketing communications engineer" beyond the mere technical sense of the term, something that raises a number of implications for the communication services industry academies in communication and marketing communication practitioners.
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| format | Article |
| id | doaj-art-a0d6d95f30544d0394de770c32673292 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-a0d6d95f30544d0394de770c326732922025-01-20T08:45:02ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-0110110.36615/jcsa.v10i1.2030Interactive MarketingPeter Schafer0University of Johannesburg Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted methods and media if marketing is to remain cost-effective. Technological developments in interactive communication, telecommunication and digital marketing make this possible. Far more than mere communication tools, interactive media have become powerful business instruments. The article examines the nature of interactive communications and media and their integration and implementation in the marketing communications mix. The long-term implementation of interactive communications in corporations requires a marketing communications specialist that operates more interdisciplinary than ever before: he needs to assume the role of a "marketing communications engineer" beyond the mere technical sense of the term, something that raises a number of implications for the communication services industry academies in communication and marketing communication practitioners. https://journals.uj.ac.za/index.php/jcsa/article/view/2030consumer demandsaturation and stagnationTechnological developmentsinteractive communicationmarketing communication practitioners |
| spellingShingle | Peter Schafer Interactive Marketing Communicare consumer demand saturation and stagnation Technological developments interactive communication marketing communication practitioners |
| title | Interactive Marketing |
| title_full | Interactive Marketing |
| title_fullStr | Interactive Marketing |
| title_full_unstemmed | Interactive Marketing |
| title_short | Interactive Marketing |
| title_sort | interactive marketing |
| topic | consumer demand saturation and stagnation Technological developments interactive communication marketing communication practitioners |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2030 |
| work_keys_str_mv | AT peterschafer interactivemarketing |