Interactive big bang

Interactive Big bang is a term coined by strategists and creative members of It refers to optimum utilization of the available online marketing tools to capture the click of the visitors in order to make a brand visible and available in the online space

The great era of cut-throat competition has led all the marketing executives to explore new and innovative channels of communications. Even though the channels exist, the need is to connect with their target audience at right place, right time and in right mind frame, as we know that “Customers never buy products, they buy solutions” so the message of the communication should convey that product offered is a solution to the ‘customers’ problem.

Under such circumstances it becomes difficult to send customize messages for media vehicles such as Mass Marketing or Broadcasting as the messaging for these channels remains constant. It will appeal to one set of audience but may not be able to connect with rest …

The other problem that the marketers face is to pin point which marketing tool has helped them to boost the business and by what percentage. Due to this dilemma calculating the ROI on the marketing tools is nearly impossible, hence in today’s marketing scenario marketing analytics has gained an vital importance in the life of the marketers

The helping hand under such situation is provided by the internet advertising that is growing by leaps and bounds with every breath we take.

The World Wide Web is a hybrid medium, which shares characteristics with mass communication as well as interpersonal communication. The medium combines the ability of the mass media to disperse a message to a wider audience with varied interpersonal communication’s possibilities of feed-back and interaction.

From a marketing view point, one of the implications of this is that exposure and action advertising and transactions can be integrated. Since the medium is interactive, users of the World Wide Web play a much more active role in the communication process than users of traditional mass media.

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