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What is Interactive Marketing

Smart and Sustainable Interactive Marketing
Focuses on a customer-centric approach that creates two-way relationships with customers by engaging customers, providing relevant contents, creating personalized experiences which are integrated in different channels ( Peltier et al., 2022 AU99: The citation "Peltier et al., 2022" matches multiple references. Please add letters (e.g. "Smith 2000a"), or additional authors to the citation, to uniquely match references and citations. ).
Published in Chapter:
Smart Marketing: A Multi-Stakeholder Review of Implications for Sustainable Business Practice
Neda Abdolvnad (Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran) and Nasim Ghanbar Tehrani (Kharazmi University, Iran)
Copyright: © 2024 |Pages: 24
DOI: 10.4018/979-8-3693-1339-8.ch010
Smart marketing is a term that encompasses various forms of marketing that leverage artificial intelligence (AI) and the internet of things (IoT) to deliver personalized, relevant, and engaging experiences to customers. This research aims to provide a comprehensive literature review on smart marketing, covering its definitions, applications, advantages, disadvantages, and implications on sustainability. The chapter also discusses the benefits and challenges of smart marketing for both marketers and customers, such as improved efficiency, effectiveness, creativity, customer satisfaction, loyalty, and retention, as well as ethical, privacy, security, and social issues. Furthermore, the chapter examines the impact of smart marketing on sustainability, highlighting the potential opportunities and risks for environmental, social, and economic dimensions. The chapter concludes with some suggestions for future research directions and best practices for smart marketing.
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The Role of Individual Behavior and Social Influence in Customer Relation Management
An identification of interested customers and elaborating the complete characteristics of the customer in order to achieve personalization and adapting proper service at a proper time.
Full Text Chapter Download: US $37.50 Add to Cart
Full Text Chapter Download: US $37.50 Add to Cart
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