Interactive Marketing

Interactive Marketing, as defined by Wikipedia, refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation.  The definition of interacticve marketing comes from John Deighton at Harvard, who says interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us (Deighton 1996).  Interactive Marketing is not synonymous with internet marketing, although interactive marketing processes are facilitated by internet technology.  The ability to remember what the customer has said is made easier when we can collect customer information online and we can communicate with our customer more easily using the speed of the internet.”