Perceptions of Interactivity and Consumer Control in Marketing Communications

Abstract

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control of interactive communication in many cases is passing into the hands of consumers. Perceptions of the development of communication interactivity, and measurement of the outcomes of interactive marketing communication--both as a basis for measuring marketing success and as a basis for determining marketing communication investment and agency compensation--are therefore legitimate subjects for research inquiry. A survey was conducted among marketing communication executives and educators to investigate perceptions of the present and future status of interactive and consumer-controlled interactive marketing communication, the degree of preparation for them, preferences for their measurement, and preferences for methods of compensating agencies for interactive marketing communication services.

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