In the context of marketing communications, what defines two-way interaction channels?

Two-way interaction channels are defined by direct conversations between a business and its audience. This type of communication allows for a dialogue rather than just a one-sided message. The essence of two-way interaction is that it facilitates feedback, engagement, and relationship-building; it enables customers to respond, ask questions, and provide insights which can help the business understand its audience better and tailor its offerings accordingly.

In contrast, one-sided communication, where information is sent only from the business, does not allow for this engagement, limiting the potential for building a relationship. Third-party channels typically involve intermediaries that may not facilitate direct feedback between the business and its audience. Lastly, while promoting brand awareness is important, it does not necessarily define the interaction as two-way, since it can often be a one-way message that does not encourage audience participation or feedback. Thus, the defining characteristic of two-way interaction channels lies in the provision for direct and interactive communication between the business and its audience.