Interactive Marketing
Interactive Marketing refers to the evolving trend in marketing
whereby marketing has moved from a transaction-based effort to a
conversation. The definition of interactive 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 online 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. Amazon.com is an excellent 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.
