neighboring

The term "neighboring" refers to an online marketing strategy that uses live interactive sessions, such as instant messaging (IM), to initiate product and service recommendations across various user groups. Unlike many marketing campaigns, neighboring uses dialogs that are initiated, modified, and terminated by individuals within an IM network -- not by a corporation or marketing firm, thereby allowing advertisers to gain access to closed-social networks by using real-time communication tools.

The power of the neighboring model lies within the influence an individual has in an established small network, as well as the strength of the relationship an individual has with an advertiser. Neighboring advocates assert that it provides cost-effective online acquisition activities, deeper customer relationships, and the ability to expand reach online.