Introduction Since interactive marketing evolved from a traditional form of direct marketing and e-commerce around three decades ago (Deighton, 1996), it has grown dramatically to be the fastest developing business field with mobile applications and interactive content. While the term interactive marketing often has diverse definitions and usages among marketing professionals and practitioners, it is defined here as the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Such a definition characterizes interactive marketing in terms of the following aspects, namely, first, it is a two-way communication with mutual influences in social and business ecosystems; second, it focuses on customer responsiveness and often proactive behaviors in value creation and exchange; and third, its interactivity involves customer participation and engagement in controlling and modifying the environment in real-time (Steuer, 1992). The advent of interactive marketing has been accompanied by the declining influence of passive broadcast advertising and one-way persuasive communication. Contemporary interactive marketing has also moved beyond the scope of direct marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants via digital and mobile activities in platform ecosystems. The increasing use of artificial intelligence (AI), virtual reality (VR) or augmented reality (AR) further facilitates marketers to deliver convenience, personalized content and exceptional experiences.

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互动营销的新领域和未来方向：就职社论

简介 自从大约三十年前交互式营销从传统的直接营销和电子商务形式发展而来（Deighton，1996）以来，它已经迅速发展成为移动应用程序和交互式内容发展最快的业务领域。虽然互动营销一词在营销专业人士和从业者之间通常有不同的定义和用法，但这里将其定义为通过积极的客户联系、参与、参与和互动来创造双向价值和相互影响的营销过程。这样的定义从以下几个方面来描述互动营销，首先，它是一种在社会和商业生态系统中相互影响的双向传播；第二，它侧重于客户响应能力以及价值创造和交换中的主动行为；第三，它的交互性涉及客户参与和参与实时控制和修改环境（Steuer，1992）。互动营销的出现伴随着被动广播广告和单向说服传播的影响力下降。当代互动营销也已经超越了直接营销的范围，因为市场正在成为平台生态系统中通过数字和移动活动在相关参与者或参与者之间进行对话和互动的论坛。越来越多地使用人工智能 (AI)、虚拟现实 (VR) 或增强现实 (AR) 进一步促进营销人员提供便利，