Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation

Abstract

There has been enormous research on digital marketing and its capabilities in interactive marketing. But digital marketing does not always mean interactive marketing, hence these two types of marketing differ. This chapter aims to (i) investigate the new concept of interactive digital marketing (IDM) to clearly distinguish it from the two combined terms and (ii) identify the mechanisms of IDM and its significance in companies’ digital transformation. To do so, this chapter incorporates the theoretical and practical aspects stemming from the latest results in related literature to understand IDM and takes an extensive look at its mechanisms that help companies to better embrace the current interactive marketing environment. The six identified IDM mechanisms are mobile marketing, online PR, social media marketing, interactive display advertising, online partnership and email marketing. The chapter will then further explore these mechanisms through a case study of a New Zealand-based company, NZ Post and the way IDM mechanisms have been applied through their digital transformation project. The chapter identifies important implications for both researchers and practitioners in interactive marketing to improve their understanding and value to business through effective selection and deployment of IDM mechanisms in digital transformation.