Defining Interactive Marketing.
Interaction can be defined simply as straightforward communication between two parties.
Presently we are in danger of losing the real meaning of interaction, as we tend to focus discussions on the emerging technologies and neglect the communication process itself.
With an understanding of the real meaning of Interactive Communication, existing media can be made interactive, and subsequently far more cost effective.
Interactive Marketing Communication turns passive advertising into active advertising and actually alters behaviour during the communication and learning process.
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