Interactive Marketing Is Relationship Marketing

Renny Gleeson, Global Digital Strategies Director for Wieden+Kennedy, kindly offers up a series of questions he runs through when tackling a new client problem.
In the midst of his queries, he makes a great point about the digital space.

Traditional planning sets a goal of defining a brand’s ‘voice’, but generally it’s applied to mass communications. Interactive planning asks “what is the brand’s voice when it speaks one-on-one?”

In other words, one’s online experience is self-directed. It’s personal. And that means anyone wanting to market a product or service needs to consider this basic rule of engagement: Interactive marketing is relationship marketing. Yet, how many Interactive teams have a Relationship Marketing expert on staff, or on call?
Bottom line, Interactive is about people, not cleverly arranged pixels on a screen.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.


  1. Dear Renny,
    I partially agree to your expertise and comments on the definition of Interactive Marketing. I have a query about why is that the ” interactive voice” is always the adaptation of the “traditional voice ” inspite of the fact that parameters for both of them is different ” mass and 1/1 ” ?

  2. In my opinion that “interactive voice” is changing so much now online that the role of the expert that organisations should have is becoming more and more ambiguous