The topic of this paper is interactive marketing in the telecommunications industry. Interactive marketing monitors the activities of the user and, on that basis, responds to and changes aimed at satisfying them. Specifically, it includes all communication components that deliver bi-directional communication. Given that almost every household in the Republic of Croatia possesses some kind of telecommunication service, it is of utmost importance that companies direct and adapt communication to every user because, due to large and strong market competition, they can easily lose the same. In the theoretical part of the paper, integrated communication, as well as its elements and forms, has been clarified. In the practical part, the ways of interactive marketing of telecommunications companies were demonstrated, and the ways of communication between the two largest telecommunications companies in Croatia - Hrvatski telekom and Vipnet - were compared. In order to study the impact and general acceptance of the form of interactive marketing, a brief survey was conducted on a sample of 117 people. The results have shown that telecommunication service users still do not prefer so much interactive forms of communication but are more inclined to classical forms such as telephone conversation or sales center attendance. For this reason, telecommunications companies must tailor their content to every user so that they will not be generic and will increase customer satisfaction while enhancing mutual communication.