Blog Header
The Insights Blog

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

Interactive Marketing vs. Online Marketing

I have never called myself an online marketer.  To me, online marketing refers to a range of activities that happen only on the Internet – from banner advertising to search marketing to email marketing.  Not included in this term are what I would consider interactive (but offline) marketing activities.  Podcasting is largely offline.  Mobile marketing and text messaging are offline, technically.  And you have CDs and DVDs, kiosks, interactive training modules and probably many other channels for interactive marketing that happen offline.  Not to mention the emergence of Word of Mouth marketing, which can be up to 80% offline.  For me, the term online marketing just doesn’t do it. 

But as a recent article in Adweek points out, for many "interactive" marketers, the term does just fine to describe what they do.  The article highlights a recent Forrester Research survey which suggests that though there is much interest from interactive marketers in new personal media channels such as blogs, they are often reluctant to commit marketing spend in this area.  This is not surprising, considering the point the article goes on to make about the rapidly evolving online media landscape and already strong performance of "standard" tactics such as search marketing or email marketing create less incentive to think outside the box.  Added to that is the fact that online marketing has a lot more inertia behind it as a term.  At present, Technorati lists 343 blogs that are tagged with "online marketing" and only 40 tagged with "interactive marketing."  For now, many people will use these terms interchangeably.  My view is, as marketing campaigns and strategies start to become more integrated across multiple channels, the term interactive marketing will more accurately describe what we do.  At least until "integrated marketing" finally takes over the entire discipline.  In this business, I suppose it makes sense to order your business cards one box at a time.

3 thoughts on “Interactive Marketing vs. Online Marketing”

  1. Pingback: Vidize.com
  2. Pingback: Diablogue
  3. I know that the term “online” has persisted and will persist due to its popularity with budget-setting marketers with offline marketing heritage.

    Your author is correct in stating that many emerging interactive marketing approaches are actually “offline,” but then misses the opportunity to clarify one of the most egregious naming mistakes in today’s interactive marketplace — display advertising vs. search.

    Lumping in display advertising with search has contributed to marketers misreading the value of each, discrete tactic — search being a vital and misunderstood part of the marketing mix; display being very useful tactic but essentially analagous to more traditional media.

    That’s a far more pressing issue than the semantics of “online” vs. “interactive.”

    Reply

Leave a Comment

Vector Smart Object

About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

Rohit Bhargava About (1)

Speaking

Do you need a speaker that can help your audience be more innovative and anticipate the future?

For more than a decade, Rohit Bhargava has been inspiring audiences at NASA, Disney, Schwab, Microsoft, SXSW, Coca-Cola and hundreds of other clients with his signature non-obvious keynote presentations. He is a master at weaving recent stories into his talks in a way that helps audiences better understand the world today, while also preparing to lead the future.

Non Obvious Insights
Layer 97
Non Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

Books

#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message