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Definition of Interactive marketing

Interactive marketing Definition from Business & Finance Dictionaries & Glossaries
Raynet Business & Marketing Glossary
encouraging the customer in continous involvement with the company (see relationship marketing).
Copyright © 2001, Ray Wright
Interactive marketing Definition from Encyclopedia Dictionaries & Glossaries
English Wikipedia - The Free Encyclopedia
Interactive marketing is an evolving trend in marketing where marketing has moved from a transaction-based effort to a conversation. John Deighton argued that interactive marketing features “the ability to address an individual and the ability to gather and remember the response of that individual” leading to “the ability to address the individual once more in a way that takes into account his or her unique response”. Interactive marketing is not synonymous with "online marketing", although interactive marketing processes are facilitated by Internet technology. The ability to remember what the customer has said is made easier when it is possible to collect customer information online and to communicate with customers more easily via the Internet. is an example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases.

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