Interactive marketing

Razvoj novih tehnologija i internetska revolucija doveli su do razvoja interaktivnog marketinga koji se manifestira kao dvosmjerna komunikacija sa prilagođenom ponudom shvaćajući potrošača kao partnera. Danas potrošači imaju veću ulogu u marketinškom procesu. Postali su aktivniji i znaju što žele, međusobno komuniciraju i razmjenjuju kritike i prednosti određenih proizvoda ili usluga. Poduzeća su počela više ulagati u online oblike marketinga koji je interaktivan i koji od potrošača traži akciju. S obzirom na popularnost Interneta, mobitela i društvenih mreža potrošači su postali dostupni u svakom trenutku bez vremenskog i prostornog ograničenja. Žele biti uključeni u proces stvaranja proizvoda i usluga pa poduzeća komunikacijom i partnerskim odnosom s potrošačima razvijaju proizvode ili usluge za unaprijed poznate potrošače što u konačnici rezultira značajnim uštedama.The development of new technologies and the internet revolution have led to the development of interactive marketing which manifests itself as two-way communication with a customized offering understanding the consumer as a partner. Today, consumers have a bigger role in the marketing process. They have become more active and know what they want, communicate with each other and exchange reviews and benefits of certain products or services. Businesses have begun to invest more in online forms of marketing that are interactive and that require action from consumers. Due to the popularity of the Internet, mobile phones and social networks, consumers have become available at any time without time and space restrictions. They want to be involved in the process of creating products and services, so companies develop products or services for previously known consumers through communication and partnership with consumers, which ultimately results in significant savings