A systems-based media effectiveness framework for e-marketing communications

Computer-mediated communications have evolved to enable information interchange in highly active situations. This evolution has been reflected onto digital media towards human-based computer-mediated communication activities such as e-marketing (electronic marketing) communications. We will phrase media used in such active computer-mediated communication setups as ldquoactive mediardquo. The term active media embraces interactive, coactive, and proactive digital media. This evolution also requires a major rethinking of how media are being consumed, and raise the need for reassessing the effectiveness of media. This paper defines active media and introduces an effectiveness framework based on a set of deliberate media effectiveness measures. The paper also gives a sound rationale how these measures can be quantified by using biometrics in addition to other empirical data, and discusses the practical application of eye-tracking data analysis technique as an example of such biometrics. The introduced framework will underpin the potential contribution of active media towards human-based computer-mediated communication activities. The framework will also help in accurately understanding, assessing, and enhancing the impact of active media on such activities.