What is interactive Marketing Communication?

Answer 1

Interactive Marketing Communication, unlike traditional marketing communication, involves a dialogue between the marketer and the consumer, in which the consumer has input into what is said to him or her. An example of traditional marketing communication would be a TV ad, in which the advertiser presents a message to the consumer, whose only choice is to accept or reject the message. Now contrast that to what happens when you go onto Amazon.com, and they suggest products for you based upon your click behavior. If I buy videogames for my nephews, the next few times I go onto Amazon, the site takes that into consideration in presenting options to me. If I never buy videogames again, that eventually goes away and they put on the home page for me things of the type that I have been ordering recently.