Cybermarketing: your interactive marketing consultant by Regina Brady, Edward Forrest, American Marketing Association

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By Regina Brady, Edward Forrest, American Marketing Association

A set of articles at the most modern advancements in interactive advertising. the topics lined comprise incorporating interactive media into revenues, advertising and marketing communications, direct reaction and advertisements, media improvement, and consumer centred options for the web.

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Extra resources for Cybermarketing: your interactive marketing consultant

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And they have identified four segments of users: 1. Recreational consumers represent 27 percent of the total Internet user population. They pay personally for Internet access, primarily access from home, and use the Internet primarily for personal applications such as e-mail, news retrieval, or investment information. 2. Occupational consumers represent 12 percent of the total Internet user population. This segment pays personally for access, accesses primarily from home, and uses the Internet mainly for business-related activities such as conducting work at home or running a small business.

Built-in software turns your handwriting into typed text. PDAs appeal to salespeople, freelancers, and others with busy lives often spent on the road. Users can attach their PDAs to a modem for communications links. Some PDAs offer a cellular phone option. Not only can you make and receive phone calls on the road, you can send and receive faxes and e-mail from the screen wirelessly. Who Is the Interactive Consumer Today? The factors discussed above have set the stage for burgeoning electronic and interactive commerce.

But beyond technology there are other societal trends that have laid the foundation for the explosive growth that is on the horizon. Why Is Now the Time to Get Involved? Anyone who is serious about profiting in this new world needs to have the answers to a fundamental question: Why now? What makes this the right time to think about marketing in Cyberspace? Four key factors will contribute to continued growth. The Growing Awareness and Use of New Media This is growing rapidly because of broader press coverage, the mass marketing efforts of the various online services, increased participation and related promotion on the part of software publishers and information providers (from Microsoft to Disney and from Standard & Poors to Sports Illustrated), and a greater use of electronic mail, groupware, and other connectivity applications in the business market.

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