Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it:

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Interactive marketing engages the consumer in some way, such as through social media, online chat, or gamification. It is a two-way communication that allows the consumer to interact with the company and product, instead of just receiving a one-sided message. While A, B, and D are all components of interactive marketing, they are primarily focused on customization and personalization, whereas engaging with the consumer is the primary goal.

Interactive Marketing Emphasizes Two Primary Activities