From direct marketing toward interactive marketing: the evolving interactive marketing tools

Anne Moes, Marieke L. Fransen, Tibert Verhagen, Bob Fennis

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


Interactivity has become a crucial aspect of marketing. It allows companies to connect with their customers, often resulting in positive outcomes. Based on a literature review, this chapter discusses ten of the most pioneering tools used in interactive marketing. First it will be explained how each tool relates to the three dimensions of interactivity (active control, two-way communication, synchronicity), and insights in what dimensions are the driving forces behind each interactive marketing tool are provided. Second, results showing that research on the ten interactive marketing tools generally finds positive effects on diverse outcome variables, such as enjoyment, urges, and behavioral intentions, are discussed together with conflicting outcomes (e.g., the effect on cognition) and the potential negative effects of the tools (e.g., privacy concerns and intrusiveness). It concludes with the recommendation for marketers and researchers to collaborate and actively try out (innovative) interactive marketing tools while closely monitoring their effects.
Original languageEnglish
Title of host publicationThe Palgrave Handbook of Interactive Marketing
EditorsCheng Lu Wang
Place of PublicationCham
PublisherPalgrave Macmillan
Number of pages21
ISBN (Electronic)9783031149610
ISBN (Print)9783031149603, 9783031149634
Publication statusPublished - 1 Jan 2023


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