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Interactive Marketing

E-Mail - Tomorrow's Tool for Online Purchases

Written by M. Oldby, T. Öberg

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: The influence of interaction The interactive elements of web pages have been shown to have a great influence on telepresence, the feeling in the environment (Steuer, 1992) and the social presence that affects positive emotional states (Khalifa and Shen, 2012); Khalifa and Shen, 2004 Years; Novak, Hoffman and Yung, 2000). Swayne (2016) also pointed out that companies with interactive elements in external communication are more likely to receive better customer responses. Swayne quoted Holly Ott, a PhD candidate in mass communication, as saying that according to research, customers who receive emails interactively have higher appreciation and positive views, and come from the company more frequently. In addition, Gen Y who introduced and steadily increased the workforce expected interactivity (Williams & Page, 2011). The results and product animation aspects of Rook (1987) must be considered. As the research describes, only 6% of people imagine their purchase as something otherworldly; they are hypnotized, fascinated, or talked to by the product itself. As Rook responded, the study did not take this aspect into consideration, and was therefore not required, but was voluntarily described by the respondent. Interactive elements in e-mail can include a variety of actions. It can be a simple image effect to a visual menu, these effects will change with the action-click/click, hover with the mouse pointer, or automatically change the content, also known as animation ("Disney on Ice", 2015;" Brrrr-ista Blended Smoothie", 2015). 2.2 The possibility of e-mail In today's digital world, it is the key for every company to digitally present the online environment (Ernst & Young, 2011). As mentioned earlier, email has long been a traditional tool for companies to communicate internally and externally (Charlton, 2014; Kivilis, 2015). But with the continuous development of technology and the emergence of new devices, the ability to synchronize with mobile applications also means that new communication strategies and channels are being formed. Therefore, in order to optimize the use of email, it is important to focus on content (Bourne & Sitecore, 2016; Magnetic & Retail TouchPoints, 2015; Marketingsherpa, 2015). According to Hampel, Close Scheinbaum, and Kang (2017), the key to email as an effective marketing tool is to combine style and interactivity. The equipment we use to open, reply to, or discard emails has changed since the first email was sent in 1971 ("First Network Email Send", nd). Today’s generations use their mobile phones for "all-weather connectivity." Based on the total market share of email clients, 50% is allocated to pure mobile applications ("Email Client Market Share", 2017), namely Mobile opponents-the same proportion of social media answers. A follow-up question identified the most frustrating advertisement (multiple choice); 47% answered “emails from advertisers promoting products that I’m not interested in” and 32% answered “electronics from retailers The email is universal and not personalized to my liking." 21% of U.S. Internet users cancel their subscription because of the fact that “emails are not relevant to me”; 17% are because “the content of emails is boring, repetitive and uninteresting to me” (Marketingsherpa, 2015). These indicators clearly point to interactive, personalized, and e-mail. The combination of high demand for interactive layouts and quick response of the new generation, their trust and enjoyment is accompanied by developed digital media (Hartemo, 2016). Being able to interact with content is critical to the success of any digital store like this (CMO Council, 2015). This may apply to email. Compared with others, interaction is crucial to maintaining the trust of the new generation. Before (Obal and Kunz, 2013). In order to be able to handle e-mail, the content changes, people may accept more messages, which will benefit the relationship between leaders or customers and the company. In addition to adapting to technology and equipment, companies also face huge challenges in understanding consumer behavior and emotions. This is another aspect that must be considered when forming email communication and interactive marketing; 2.3 Impulse buying Verhagen and van Dolen (2011) describe impulse buying as an impulse that may be irresistible and may make customers feel unable to control their behavior . Reasons and reasons for buying behavior that are not well thought out. Stern (1962) divides this impulse buying behavior IBB into four categories: (1) Pure impulse buying. The traditional view of impulse buying behavior. A person's purchase does not reflect normal purchase behavior. By definition, this may not represent a large amount of impulse purchases. (2) Remind impulse purchase. Remind customers of the time to consider buying products before. Household inventory may be low, or previous advertisements may show the benefits of conversion. This classification defines when a customer suddenly becomes aware of a previous purchase decision. (3) It is recommended to buy on impulse. At the first contact, because they don’t know the product in advance, they are different from reminding impulse purchases. Customers attract purchases by visualizing its benefits. Read Less