Interactive media makes technology more intuitive to use. Interactive products such as smartphones, iPad’s/iPod’s, interactive whiteboards and websites are all easy to use. Encourages consumers to experiment with their products rather than reading instructions.

Interactive media promotes dialogic communication. This form of communication allows senders and receivers to build long term trust and cooperation. This plays a critical role in building relationships. Organizations also use interactive media to go further than basic marketing and develop more positive behavioral relationships.