Which aspect of marketing is referred to as interactive marketing?

Interactive marketing primarily refers to a marketing approach that actively engages consumers and encourages two-way communication rather than a one-sided advertisement. Social networks are a prime example of this, as they allow for real-time interaction between brands and consumers. On these platforms, users can comment, share, and participate in discussions about products or services, providing companies with valuable feedback and insights while fostering customer loyalty.

In contrast, traditional advertising methods, like print marketing and digital advertisements, generally adopt a one-way communication style where information is delivered from the brand to the consumer without immediate feedback or engagement. While digital advertising can include elements of interaction, it often relies on a singular message rather than fostering ongoing communication, as seen on social media platforms. Thus, social networks exemplify the essence of interactive marketing through their ability to facilitate dynamic engagement and interaction.