Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

Abstract

AbstractThe interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies. These strategies should then employ the new media to generate interaction with customers. We term this approach 'Interactive IMC'. In this article we propose and illustrate an interactive IMC process model. Additional informationNotes on contributorsJames W. PeltierJames W. Peltier is the Arno Kleimehnagen Professor in Marketing at the University of Wisconsin-Whitewater. He has written awardwinning articles on database marketing and the integration of psychographics into new media strategies. In 2001 he received the Robert C. Clarke Outstanding Educator by the DMEF and sits on its Board of Trustees. He has published in the Journal of Advertising Research, Journal of Interactive Marketing, Journal of Direct Marketing, among many others.John A. SchibrowskyJohn A. Schibrowsky is a Professor of Marketing at the University of Nevada-Las Vegas. He has received a number of research awards in the area of database marketing and the role that psychographic data plays in effective interactive marketing strategies. He has published in the Journal of Advertising Research, Journal of Interactive Marketing, Journal of Direct Marketing, Personal Selling and Sales Management, among many others.Don E. SchultzDon E. Schultz is presently Professor Emeritus-in-Service of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University. He is a Visiting Professor at Cranfield University School of Management, Milton Keynes, UK. He is also President of the consulting firm, Agora, Inc. both in Evanston, Illinois. He has authored over a dozen books on marketing and communication and is a frequent contributor in trade and academic journals.