interactive agency

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An organization typically offering Internet technology consulting, online advertising, interactive marketing, and e-business consulting. Interactive agencies rose to prominence during the first wave of the commercial Internet, which has become known as the dot.com boom. Initially they exploited the slowness of traditional marketing and advertising agencies to harness the marketing potential of the Internet. Most companies and businesses as well as institutions now have their own websites. Later, the traditional agencies absorbed interactive marketing into their own portfolio of services. This, combined with the e-commerce market crash, led to the demise of many of the pioneering agencies. See also advertising; interactive marketing.

Subjects: Marketing.

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