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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  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