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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
Wikipedia English - The Free Encyclopedia
Interactive Marketing refers to the evolving trend in marketing whereby 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”(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.

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