Are there comparable marketing tools?

So some of you may be wondering if there are comparable marketing tools.
Interactive marketing is a very unique marketing tool used in order for marketer and consumers to communicate back and forth. It is a great way for consumers to spend less time searching for products and spending more time buying!
It is difficult to identify any other marketing tool that does such a fantastic job at creating relationships with consumers. The internet makes it a great deal easier for marketers to build these relationships.
A similar but less effective way is surveys. This allows consumers to give marketers feedback on the service they receive and the types of products that they prefer. Another similar tool is consumers requesting emails and updates from the marketer.
I personally still find interactive marketing to be the best way for marketers to meet consumers needs. But my question to you is: is it ethical for companies to trace our online behaviours so closely?
What do you think?!