Internet advertising comprises of banner advertisements, Google AdWords and any other forms of display advertising that are used to promote a product or business. Interactive marketing includes any medium or platform that encourages engagement with the end user about the product, services or business in an effort to solve their questions, concerns and address their complaints. Interactive marketing is primarily about brand building and relationship development, not sales. This is an important distinction to understand for marketers.

Those who try to sell on the interactive mediums find that their efforts are wasted – this, however, does not include activities related to f-commerce, which builds an e-commerce (electronic storefront) behind an existing social media presence on Facebook.

This is the first in a series of specialized presentations that address the metrics that comprise the digital metric category. New presentations will be posted every week to help you learn more about the digital platforms and how to quantify activities on each.