First you need to know what Inter­ac­tive Mar­ket­ing is.

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.

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