Reviews the impact of interactive marketing, and defines it as any kind of marketing which takes place through interactive media; details the trends in the numbers of people connected to the Internet, and lists the marketing advantages in terms of low cost per contact, but sees data security and privacy as the main reasons for the slow growth of actual purchasing. Foresees that technological advance will overcome these problems, and suggests to companies the steps they need to make to move from information interactivity to transactional interactivity.
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