Changes in all the Ps discussed above has resulted in a greater emphasis on interactive marketing. Interactive marketing is not just about promotion of products
to customers by the suppliers but also includes customer interaction with each
other via email, chat room, electronic bulletin boards and virtual communities.
According to Talha et al., (2004) these new types of interactions create innovative
relationships between consumers, marketers and suppliers of products and services.
These relationship can enable exchange of an unprecedented flow of information
in all directions. Effective exploitation of this information and its flow might be
the main source of competitive advantage in future. This could especially be true
of financial services owing to fast changing customer needs, high diversification
of products and leadership in technological innovations.