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| Author: | Hill, R. P. Moran, N. |
| Title: | Social marketing meets interactive media: lessons for the advertising community |
| Journal: | International Journal of Advertising
2011 : VOL. 30:5, p. 815-838 |
| Index terms: | social marketing advertising internet |
| Language: | eng |
| Abstract: | Purpose of this paper is to understand how new media environment might help or harm social marketing efforts. The study is based on previous literature. The paper suggests that higher levels of interactivity, feedback and encouragement, customization and clarity and support are essential elements of successful marketing. Limitations of new media include e.g. the need for offline support and proper segmentation of target audiences. |
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