Interactive Marketing and the Meganet: Networks of Networks

Abstract

In this paper, we consider properties of interactive marketing and how network methods might be useful diagnostic tools of such interactive systems. Four content properties of interactive marketing are defined: technology, intrinsic motivation, the use of the resultant interactive marketing information, and the real-time aspect of the interaction. Four structural properties are also defined: customization, responsiveness, interactions among relevant groups, and a structure of networked networks — the meganet. Network methods are then integrated with the concerns of the interactive marketing manager. Network analysis at the individual node, subgroup, and network levels is considered a diagnostic tool for structural properties.