The growth of interactions and dialogs in interactive marketing (original) (raw)

As interactive marketing is expanding in scope and reach, an emerging feature is the growth of interactions and dialogs, not only between the firm and the consumer, but also among consumers, particularly through online social networks. MySpace.com and Facebook.com are just the prominent examples of these conversational platforms, but the phenomenon is more pervasive. Firms are "listening in" to these dialogs and are increasingly customizing their Web sites and multiple device interfaces to the needs of the users and are opening up opportunities to interact across multiple channels.