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Interactivity provides your audience with the opportunity to communicate with your organization and others through applications that allow user interaction. Your organization can use interactivity to receive and process user requests for information, as well as to collect data about your users, which can be used further to market your products and services. Interactivity can also be used as a medium for your Web users to gather and communicate about special topics of interest via the Internet. In addition, interactive applications allow arts organizations to play a vital role in education in today’s school systems. The following interactive topics will be discussed in this section: