How are innovations in interactive television and online services expanding the strategies and tactics employed by marketers today? Interactive television and online services are expanding the strategies that marketers use to influence consumers today (Tuten & Salomone, 2014). The ability to reach the modern consumer has changed rapidly and is virtually limitless due to growing marketing opportunities and real-time consumer interaction. The creation of the Internet presented a new marketing medium that companies must incorporate into marketing strategies to reach the consumer, otherwise they risk losing market share to competitors using advanced technologies (Tuten & Solomon, 2014). Furthermore, the development of SMART TVs, which have the ability to connect to the Internet and give the consumer the possibility of recording television programs without advertising, is a further motivation to constantly use all technological innovations and interactive multimedia interfaces (Tuten & Solomon , 2014). Technological progress has allowed manufacturers to interact with the consumer faster, more directly and at a more advanced level. With the technological advancements available, consumers purchase more products for emotional benefit as they know exactly what they want and a supplier, like Amazon, has the ability to deliver faster than ever and therefore marketing is not personalized and calculated due to the information which are collected through technology (DeMers, 2013). What are some of the personal and business privacy issues associated with the growth of database marketing, and how should they be addressed? “Database marketing is the process of building, maintaining, and using... middle of paper......ers. Traditionally, consumers were contacted by their local merchant to extend them store credit. Gradually little, this medium has transitioned to credit card offers that arrive via snail mail. Today, credit card offers are very consumer-specific as companies collect information online and customize a credit card offer based on the. your lifestyle and spending practices. Therefore, direct marketing leverages a consumer's emotional advantage by tailoring product promotion to a specific target individual or audience. When used accordingly, direct marketing can be the most effective medium effective and efficient way to reach a consumer. With the technological advancements available today, it allows manufacturers to have direct contact and communication with the consumer and as such manufacturers have the ability to effectively improve their brand value and increase customer loyalty. consumers..