Interactive Marketing Definition

As I prepare to take over as the Editor-in-Chief of the Journal of Research in Interactive Marketing, I invite all interested in the field to look at the wikipedia definition which we posted several years ago and to make any appropriate edits. We based the definition on the work of John Deighton that interactive marketing is really a conversation. With so many community and collaboration based tools out there now and the rise of social media, it seems appropriate to take another look at the definition below. Marketers are not the only ones creating conversations now, are they?

•1) the ability to address an individual

•2) the ability to gather and remember a response of an individual

•3) the ability to address that individual once more in a way that takes into account his or her unique response (Marketing=conversation)

»Deighton, 1996