Media: relationship building & interactivity (MC, unit 7)

RELATIONSHIP BUILDING

• Initial stimulus - often traditional media
• Response - passive (none at this stage but may be stored for reference) / active (receiver decides to take action)
• Interactivity - online media, call centres
• Ongoing contact & involvement

INTERACTIVE COMMUNICATIONS
B2B market bigger than B2C in terms of internet applications
Website at the core:

• opportunity to interact and form a dialogue
• e-commerce potential
• can collect database info

Benefits: considerably lower transaction costs, opportunities for growth & innovation, encourage cooperative behaviour, enhances customer communications, can increase corporate image, increases information about customers, enhances measurement of interaction, low barriers of entry to those debeloping

NEW MEDIA BENEFITS

• 1-2-1 & 1-2-many (v. traditional 1-2-many)
• increased dialogue
• personalised
• communities

INTERACTIVE STRATEGIES
- Can be used as: a shop window, enquiry facility, fully interactive form of engagement, fully integrated system (embed with partners)
- Has enabled some brands to reach new audiences e.g. Abbey/Cahoot
[get current ad spend figures and more examples]