Interactive Marketing is a reference to an evolving trend in marketing where marketing has moved from transaction-based to conversation-based. John Deighton at Harvard provided the definition of interactive marketing, he 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).”
Although interactive marketing processes are facilitated by internet technology, interactive marketing is not the same as online marketing. The ability to communicate with our customer more easily using the technology of the internet is made easier when we can collect customer information online and share this information with them. Interactive marketing works because it allows us to better serve our clients, their customers and provides a better use of marketing dollars.