ACCA Strategic Business Leader (SBL) Practice Exam

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Which of the following is one of the six Is of e-marketing?

Isolation
Interactivity
Integration
Independence of location

The correct answer is: Interactivity

Interactivity is one of the six Is of e-marketing and is essential in creating a two-way communication channel between businesses and consumers. This characteristic allows customers to engage with content, reply to queries, and provide feedback, enhancing customer experience and fostering stronger relationships. It emphasizes the importance of dialogue over monologue, which traditional marketing methods often focus on. When a business incorporates interactivity into its digital marketing strategy, it can gather valuable insights about customer preferences and behaviors, which can then inform product development and marketing strategies. The interactive elements, such as social media engagement, comments, and live chats, help brands to be more responsive and adaptable to market needs. In contrast, the other options do not reflect the established components of e-marketing in the same way. Isolation does not convey any marketing principle relevant to online engagement. Integration, while important in marketing strategies, is not specifically one of the six Is associated with e-marketing. Finally, the independence of location, while relevant to online interactions, does not capture the essence of interactivity that is central to modern e-marketing practices.