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Interactive Brand Experience: The Concept and the Challenges
Abstract
E-marketing has evolved from an environment that was solely direct response to one that includes significant opportunities for brand development. Internet marketing uses a rich set of tools to create exceptional customer experience that results in strong relationships with the brand. Off-line tools like elements of the brand and image-building promotional programs are as important as ever in building brand equity. To those have been added online tools, including personalization, customization, cocreation, purchase-process streamlining, self-service, brand community, rich media, product self-design tools, and dynamic pricing. This gives the marketer a rich choiceboard of off-line and online techniques from which to select the most appropriate for the brand and any given promotional activity. The challenges are to select the most effective tools and then to execute flawlessly and seamlessly at all customer touchpoints to achieve the desired quality of customer experience.
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