 With the advent of content marketing in the late 1990s and the founding of Hubspot in 2006, interactivity has seen a fundamental change from simple two-way communication to gamification and beyond.This particular type of interactive marketing is known as interactive content marketing, and many SAAS companies have been founded to respond to the need for new kinds of content and differentiation between competitors.As interactive marketing relies on having a means of open communication with customers, social media channels have been a large part of this strategy, usually headed up by a company's marketing or customer success departments.