When I tell people I'm in Interactive Marketing, I often hear, "Oh, you design websites," or, "You do banners on the Internet." Wrong. "Interactive" is a misused and misunderstood word in the marketing world. Interactive channels include every communications platform that people utilize in their daily lives: cell phones, the Internet, ATM machines, kiosks, video games, and many others. These devices are evolving at lightning speed. Is the iPhone a phone, a computer, or a social networking device? How do marketers decide which platforms will be most effective to build business? And how can marketers develop interactive programs on these platforms that are engaging and meaningful to the consumer?