New World Marketing International Conference

Web 3.0 trends in online inter@ctivity

Authors Details………………………………………………………………………..………………………………………………………………………..

A R T I C L E I N F O

Keywords:Online Interactivity, Artificial Intelligence, Customization, Web 3.0.

ABSTRACTThe advent of interactive marketing has brought new features to the web, allowing online companies to configure websites and manage interactions and communications that are smarter, more social, and more personalized. In fact, this communication aims to make a synthetic study of the concept of online interactivity by presenting a review of the literature explaining the phenomenon better and invoking the role of web 3.0.1. INTRODUCTION The transformation of society into a consumer society, as consumption theorists explain, has given an increasingly important opportunity to brands, to become, today, key players in our society. The end of the twentieth century was marked by the advent of the Internet media and alongside, the transformation of the consumer society into an information society. Indeed, our daily life constantly revolves around a multitude of informational exhibitions (press, television, billboards, Internet, etc.) in which brands have obviously invested to be ubiquitous, using multichannel communication strategies. Kotler & al (2009) believe that the profound changes in the market and hyper competition are changing the managerial approaches of companies, which are moving from managing the product portfolio to managing the client portfolio. Thus, companies are moving towards a customer-oriented management and are interested in the relationship with the client.At the same time, the relational characteristics of the website and the web 3.0 platform are shaking up the traditional models of marketing and more precisely the notion of customer loyalty. According to Kaplan and Haenlein (2010), the web 3.0 platform, as well as applications and networking technologies, are creating new challenges and opportunities for today's businesses. Thus, some companies build their strategy around the customer (Lefe1bure and Venturi, 2004) they have moved from a product-orientated to a customer-orientated approach (Rich, 2000). We shall now deal with "relational marketing" based on the work of Peppers, Martha and Dorf (1999). Indeed, relational marketing goes beyond transaction boundaries to create long-term and profitable relationships with the customer (Kotler & Dubois, 2003). Relational marketing focuses on such notions as relational proximity, interaction, personalization, and the dyadic relationship (Salerno, 2001). The success of relational marketing relies heavily on the rapid diffusion and development of information and communication technologies (Crosby and Johnson, 2001).Thus, within this work, we will try to provide an overview of the literature and previous works addressing the phenomenon of online interactivity, through a synthesis.

2. LITERATURE REVIEW

Interactive marketing is a one-to-one marketing practice that centers on individual customer and prospects’ actions. Interactive

marketing involves marketing initiatives that are triggered by the customers’ behaviors and preferences; for this reason, it is a

major shift from the traditional campaign-based marketing efforts.

2.1 The notion of interactivity in marketingThe notion of interactivity came into the marketing literature in the late eighties. First of all, direct marketing combines interactive terms and interactivity, digital projects and practices, to assimilate them. But it was not until the mid-nineties and the proliferation of new media that "interactivity" spread widely in the relational marketing work. "Interactive marketing" and "interactive media” were then brought about increasingly ", the Internet garnering most of this attention. Work on media and their interactive characteristics will thus emerge, borrowing massively from the theories developed in the sociology of media and the theories of communication. While some studies have focused on interactivity when dealing with the relationship between consumers and businesses from the point of view of communication, other studies on interactivity in online shopping are still underdeveloped. A review of the literature on these major themes will enable us to identify the definitions of interactivity and the related concepts. Steuer (1992) defines interactivity as "the degree to which an interface allows users to participate in changing the form and background of a mediated environment obtained in real time". Liu and Shrum (2002) define marketing interactivity as "the degree to which two or more communicating parties can interact, the means of communication and the message and the degree to which such influences are synchronized".Mechant (2012) distinguishes three perspectives of interactivity in the literature. These perspectives can be summarized in "structure", "process" and "users". The first perspective, "structure", positions marketing interactivity as a characteristic of media technologies, "a measure of the potential capacity of a media that will allow the user to influence the content and /or the mediated communication" (Jensen and Toscan, 1999, p. 59). The second perspective, "process," describes interactivity as a communication process. The focus here is on the study of interactivity as a form of information exchange between different parts. From this point of view, interactivity is "a cyclical process in which two actors listen alternately, think and speak" (Crawford, 2002, p 6). The third perspective, "users", presents interactivity as "an information-driven process that takes place within the individual" (Newhagen, 2004, p. 397). This view investigates the effect of interactive communication channels and emphasizes user perception.2.2 Interactive marketing: An aspect of direct and relational marketingWith the growing competition in all channels of interaction and especially the Internet, brands have a vested interest in engaging in personal conversations with their customers. The goal is to retain their loyalty in order to avoid seeing their portfolio gradually shift to competition. Indeed, the increasing use of client-oriented computer applications and new information and communication technologies (NICT) has offered new relational possibilities and a better knowledge of customers (Vanheems, 2012). Managers in companies have to cope with an increasing amount of information to be processed as well as more and more complex coordination problems in organizations due to the multiplication of time units and places, especially in industrialized countries. Faced with these problems, companies have sought to equip themselves with new information and communication technologies that make it possible for them to understand, process, store and communicate information (Reix, 2002). In this work, the focus will be on the culture relevant to marketing interactivity and web 3.0.2.2.1 Interactivity as an aspect of direct marketing The term "Direct marketing" has changed dramatically over the years. Originally, Kotler & Dubois (1997, p. 663) explain that it is a distribution circuit without intermediary between the manufacturer and the consumer (ex. door to door).

Subsequently, direct marketing designates any form of mail order or catalog sales. Mail order companies, which were the first to be interested in the identity and characteristics of each of their customers, are pioneers and experts in direct marketing. Today, the definition of direct marketing is increasingly linked to the notion of interactivity.According to the Direct Marketing Association; "An interactive marketing uses one or more media to obtain a response and/or transaction". Two key elements can be detained from in this definition: the measurability of the response and the multi-media character. Since 1998, the Journal of Direct Marketing has become the Journal of Interactive Marketing, definitively assimilating interactivity and direct marketing. We can not talk about the concept of interactive marketing without referring to the "one-to-one", Peppers & Rogers (1993) who highlighted the specificities of mass marketing and personalized marketing, corresponding respectively to "classic" marketing and to interactive marketing, according to them.2.2.2 Interactivity as an aspect of relational marketingThe buying and selling relationship becomes interactive when an item produced during the buyer-seller interaction is integrated into the consumer's buying decision process (David & Stenger, 2000). Indeed, the interactive nature of the buying relationship leads to a structuring of buyer preferences and a learning process. For example, telephone interaction, web site navigation, face-to-face dialogue or email exchange can enable a consumer to define a method for selecting attributes, to structure their set of references, to define preferences or to improve one's knowledge of a product.Relational marketing relies on the consideration of the individual in all his dimensions and aspects of his life, according to the moment and the circumstances. It attempts to understand the complexity and the relativity of behaviors in order to build marketing strategies which are piloted more efficiently (Yazid & Zghal, 2015). In this sense, Toufaily & Perrin (2006) announce; "a certain number of relational characteristics having been the subject of a minimum of reflections falling within a logic based on a principle of simple causality”. The interaction modalities are: virtual communities, value-added information, personalization, intelligent communication, as well as relational impact variables such as: trust, social interactivity, quality of service and learning. 2.3 Dimensions of marketing interactivityThree dimensions appear frequently in the marketing interactivity literature; Two-way communication, control over participation in communication, and time (Jensen, 1998).2.3.1 Bidirectional communicationIn one part of the literature, bidirectional communication is characterized as being mutual discourse (Burgoon & al, 2000). Other researchers focus on its ability to provide feedback (Duncan & Moriarty, 1998). Massey & Levy (1999) note that the web offers "interpersonal interactivity" because individuals can communicate with each other through communication tools such as chat rooms. By making their websites user-friendly, marketers can facilitate this kind of interpersonal interactivity and can also generate positive word of mouth (BAO) for their businesses (Hoffman & Novak, 2000). Bidirectional communication via the web also facilitates other types of business relationships such as customer service and supply chain management (Berthon & al, 2000).2.3.2 Controlling participation in communicationThe web often provides users with more content and navigation tools than traditional media (McMillan & Hwang, 2005). Indeed, much of the literature focuses on the way in which people control their computers. Reeves and Nass (2000) noted that some control studies about participation in communication focus on the perception of the individual and others of computer design. Human-centered studies examine the way in which individuals interpret the personality of the computer (Moon & Nass, 1996), the level of agentivity (ability to act on the other side) perceived by the individual (Huhtamo, 1999),

individual decision styles (Vasarhelyi, 1977), and the goals individuals bring to the system (Xie, 2000). On the other hand, computer-focused studies examine the problems of interfaces and input devices (Nielsen, 2000), navigation tools (Heeter, 2000), choice features (Mahood & al, 2000), and the activity system (Milheim, 1996).2.3.3 TimeTime is a key element in this interaction; the perception of interaction through human-based or computer-assisted messages is influenced by the speed with which messages can be delivered and the speed with which individuals deal with messages (Nielsen, 2000).2.4 Online interactivityOnline interactivity is often associated with new technologies that provide the user with forms of communication and information allowing the exchange and sharing of ideas and orientations, the cooperation between actors for the conduct and progress of social relationships, and the achievement of an objective by modifying or adapting content to one's preferences and behaviors (Yazid & Zghal, 2015). Thus, interactivity is a crucial factor in the formation of reactions and the creation of web browsing behaviors. In fact, the interactivity of the site allows the consumer to interact with a personalized environment and to choose among different hyperlinks, which generates a feeling of pleasure and freedom (Gharbi & al, 2002).In their empirical study, Cyr & al (2007) validated the relationship of perceived interactivity with efficiency, pleasure and trust towards the website. In addition, and along the same lines as Lee (2005), they explain that the specific elements and dimensions of perceived interactivity, including user control and connection, certainly lead to trust in the website. According to Cho (2004) perceiving interactivity positively influences attitudes towards websites, attitudes toward brands, and buying intentions. The results of the empirical study of Teo & al(2003) confirmed the positive impact of the high degree of interactivity on the satisfaction and usability of websites by providing options ensuring the proper search and reception of information effectively on the part of the users of the website (Cross & Smith, 1996), emphasizing fun and motivation (Szuprowicz, 1996) and offering the possibility of controlling the interaction (Zhang & Gisela, 2000).3. Online interactivity at the time of web 3.0Conceived by Tim Berners Lee, the web, whose first beginnings date back to 1989, has been transformed and has undergone successive paradigms. The web 2.0 or collaborative web marked a milestone by its participatory nature. The semantic web has reinforced, on the one hand, the "findability" of contextualized information on the Internet and, on the other hand, the qualification of data and relationships between them to classify and exploit information more intelligently. The Internet of objects is emerging as it allows the appearance of a multitude of objects of everyday life connected to the Internet. It is now possible to talk about the coexistence of several webs. In the context of the following developments, we will focus more specifically on the "web 3.0", which is also called semantic web.3.1. After 1.0, there is 2.0, and after 3.0, what will there be?The web 1.0 represents the first generation of websites. The contents (text, image, video, and sound) are produced and hosted by a company, owner of the site. These sites are the information systems of the early history of the Internet. They are static; the content of the pages is rarely updated. With the emergence of new scripting languages (like php) coupled with a database, some sites have become dynamic. That is, the content is managed by a Content Management System (CMS). They allow multiple individuals to work and edit information on a single document. These technologies also allow the separation of management from form and content.Web 2.0, i.e., "participatory web" or "collaborative web", combines various complex social systems such as blogs, wikis or social networks. It refers to a certain vision of the Internet as a space of socialization. The interaction between peers and

relationships with others inspires action as such and ensure continuous production of content. In this context, the public is considered to be a producer, aggregator, sharer or linker. This observation highlights the inevitable overlapping of the sphere of information and sociability.Web 3.0 is the third phase of web development; it is a relatively new concept. It is commonly called a semantic web because it allows for an understanding and interpreting of the contents of the internet for easy access and a more efficient exploitation. The web 3.0 would not only allow humans to interact with each other, but would also provide better organization of access to the huge pools of digitized information available be by modeling the path of the human brain and allowing databases to exchange through interoperable applications (Mesguich, 2007). It gives machines the ability to easily understand the meaning of data through the network of links between them. These contents are accessible intelligently. Its mastery gives a competitive advantage to a company that uses it, as compared to its competitors. Indeed, the web 3.0 that makes the semantics of data, i.e., the meaning attributed to data, the pivot of the web, increasingly appears to be the basic element of the web, used and highlighted in more active and visible spheres. Proposing a solution to link a set of unstructured information to open and linked data clouds has become in a very short time one of the big projects of the web.The challenge for the semantic web is not to build data consultation platforms, but to make reference information accessible in formats that allow them to be consulted and disseminated in other dimensions of the web, such as the Internet, web 2.0, while promoting their crossover and transformation. In these conditions, semantic web technologies make it possible to establish links between corpora that were once isolated from each other, and even to allow for unexpected discoveries. As web techniques have developed, the tropism towards the data itself has steadily increased. Hence, the digital economy that is being built is structured around the exchange of data, mass of data or "Big Data". This exchange of data is beneficial for both the person who makes them available and for the user. The new service, data consumer, is more useful for its users; and the producing system sees its competitive position strengthened by the increased dependence of the market on its services.3.2. The main tools of the web 3.0The changes to web 3.0 will appear on three distinct axes; semantic web, mobile web and web applications. We will examine these three fields in detail.3.2.1. The semantic web The semantic web, more technically called "the data web", allows machines to understand semantics i.e., the meaning of information on the web. It extends the network of hyperlinks between conventional web pages by a network of structured data links allowing automated agents to access the different data sources contained on the web more intelligently and, in this way, to perform tasks ( research, learning, etc.) more accurately.One of the main purposes of the Semantic Web is to allow users to use the full potential of the web: they will be able to find, share and combine information more easily. Today, everyone is able to use forums and social networks, chat, do research or even buy different products. Nevertheless, it would be better for the machine to do all this on behalf of the man, as currently, the machines need the man to perform these tasks. The main reason is that current web pages are designed to be readable by humans and not by machines. The main goal of the semantic web is to enable these same machines to perform all these tedious tasks, such as searching for or associating information and acting on the web itself.3.2.2. The mobile webThe French Mobile Multimedia Association (AFMM) defines "mobile marketing" as "the fact of using the mobile phone to reach the consumer and to react in a targeted way, at the right moment, wherever he is". The mobile Internet market is

exploding. Unlimited DATA packages are starting to have reasonable prices, and phones are making it easier to surf the Internet. In the second quarter of 2014, the global sales of iPhone show an annual increase of 13% (source: Apple), which has inspired many sites to develop specific versions, such as Facebook, Google or LinkedIn. Many describe the mobile web as a full-fledged revolution of the web 3.0.Krum (2010) distinguishes 4 distinctive advantages of "mobile marketing". First of all, it can be personalized and extremely targeted. Beyond presenting an advertising message to a homogeneous audience, mobile marketing is a direct marketing channel capable of providing personalized advertising directly to customer who is targeted and chosen in a particular situation or location. Secondly, its portability is attractive; mobile phones are constant companions for many consumers, especially young consumers. Third, such messages are persistent and can reach a form of permanence in the smart phone's memory more than the paper and electronic media that can not reach it. Finally, mobile devices show intelligence by allowing interaction between the recipient and the sender, which can contribute to a personal relationship with the company, the product and the brand image and may enrich a campaign. integrated marketing.3.2.3. Web applicationsCurrently, one of the important trends of the web is to develop and adapt applications only known so far in our local offices. For some time now, a lot of web applications have flourished on the web: word processing, spreadsheets, photo editing, video editing, etc. Most of these sites have used and still use conventional web technologies: html, css, ajax, etc. However, to obtain a very dynamic site, these languages become real brakes to development presenting many problems: compatibility problems between browsers, very difficult development and debugging given the heterogeneity of languages, the lower quality of graphical interfaces in comparison to those usually seen on local applications. But as always, the techniques and technologies of information and communication evolve to overcome the defects of previous versions. All major players have jumped into the market for web applications: Google, Microsoft, Adobe, etc. They have many advantages: they require no installation, they are from any computer, cannot be hacked, updating is not problematic, etc. For all these reasons, web applications are increasingly prominent on the web.4. CONCLUSION & MANAGERIAL RECOMMENDATIONSA commercial or non-commercial website competes with thousands of sites on the network. In this situation, marketers and site designers are faced with a difficult question: how to make sites more attractive and improve their performance to cope with new trends in modern consumer behavior? In this respect and to provide some elements of answer to this question, our academic work seeks to describe the marketing interactivity and the notion of web 3.0, in theory. Indeed, it is necessary to examine the notion of online interactivity which has often focused on the effectiveness and contribution of its application in Web 3.0 and web marketing strategies. In particular, we have attempted to identify the three dimensions of online interactivity cited by Jensen (1998) as well as their effects on the behavioral responses of the users of the website.On a more theoretical level, the NICT updated a debate on interactivity that has experienced a first wave of interest around so-called "interactive" systems. In the strict sense, interactivity corresponds to a process of structuring preferences by a certain type of man-machine dialogue (David and Stenger, 2000). The new modes of consumption are found in an environment associating economic development, experimentation, technology and added value, which implies, for the user, finding the right balance between these aspects to test the desire to use them (Vaucelle , 2005).Finally, the theoretical contributions of interactivity can be extensible to other potential areas of research, since it turns out that online interactivity may still have various effects on the behavior of cyber-consumers. Thus, this phenomenon can be applied in various fields and sectors of activity and play fundamental roles and may be especially exploited by

marketers by applying more extensive research on the empirical level.5. BIBLIOGRAPHIC REFERENCESThe size of references (9,5)- Please follow the standards below: Hrichi AS & Ben Rached K. (2018). Le bouche aN oreille e1 lectronique «e-BAO» envers la marque de «Deal» aN travers une atmospheNre inter@ctive. La Revue Gestion et Organisation.