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This is the second of two special issues devoted to “The Future of Interactive Marketing” and commemorating the 10th anniversary of the Journal of Interactive Marketing. We invited leading researchers in interactive marketing to submit review/thought leadership articles on different topics. In our introduction to the first of the two issues (Shankar and Malthouse 2009) we restated our definition of interactive marketing and described the goals of these issues;(1) survey the interactive marketing strategies that firms can use to respond to continuing changes in marketing;(2) document what is known about these topics, and (3) offer guidelines for future research. All articles went through a double-blind, peer-review process. We are now pleased to introduce the nine articles in the second issue. Until recently, consumer marketing used a fairly small set of communication channels including mass advertising, direct marketing …