Many of the tactics described in this book focus on one-way communication from the marketer to the prospect. Advertising, PR, sponsorship, and event marketing—whether online or offline—are all essentially one-way communications.
Interactive marketing is two-way communication, whether through direct mail or through electronic or cellular media. A web site is a one-way (sometimes called broadcast) tactic. While there may be interactive elements to a web site (“contact us,” online chat, etc.), it is primarily a means of providing information to the end-user without necessarily seeking the end-user’s response. A direct campaign, on the other hand, is actively seeking interaction with prospects, customers, or influencers. ...