Analyzing the potential of interactive advertising versus traditional advertising in the telecommunication sector: The case of a leading telecommunication services provider in mauritius

Many companies have visualized that the future of advertising is interactive media. Using interactive advertisements to differentiate from competitors represent a challenge for telecommunication services providers. Yet, some companies have not fully acknowledged the changes which Internet and digital interactive media have brought (Edell and Keller, 2000, Bhuiyan, 2006, Hackley, 2006). Several researchers have pointed out that consumers are becoming more demanding and sophisticated in their telecommunication requirements and at the same time, they are being empowered with loads of information (Raman et al., 1998, Shim et al., 2001, Stewart and Pavlou, 2002). These changes have triggered companies operating in the telecommunications sector to look beyond traditional ways to communicate with their customers. The present research explores the potential of interactive advertising versus traditional advertising for a leading telecommunication services provider in Mauritius.

The methodology used was through survey questionnaires administered to subscribers. The present research provides useful insights into the concept of interactive advertising for telecommunication services providers in Mauritius.

Indeed, customers’ attitudes and perceptions on interactive advertising over traditional advertising had been under-researched in the telecommunication sector. Recommendations made will ensure that the telecommunication services providers capitalize on the potential of interactive advertising. Hence, there is a need for the telecommunication services provider to empower the customers to adopt more interactive mediums. The telecommunication services provider should further educate the customers about its online presence and the underlying benefits associated with the use of online and mobile advertising.