With so much buzz about new technologies and faster and better forms of electronic communications, you might just think that interactive marketing must be defined as “allowing electronic communications.” Actually, that definition would be too confining and restrictive. A broader, and more accurate, definition of interactive would be “involving the actions or input or a user.” It may, or may not, include the use of 2 way electronic communications. That’s just one manner of interacting with the user. As long as the user is engaged and providing an action or input, interactivity has successfully occurred—electronically, or otherwise.
Why am I comfortable making this claim to broaden the definition of “interactive?” In light of the changes in technology and consumer behavior, we must recognize that we influence each other differently. We now interact and broadcast to each other live because we trust people who are like us.
Interactions combined with engagement is a more comprehensive definition of “interactive.” In a Web 2.0 world going forward, it is waayyyy more than just electronic communications.