Interactive broadcasting elaborates on the realization of novel next generation network technologies, able to provide multiple interactive multimedia and Internet based services, utilizing Digital Video Broadcasting advances. On the other hand, IP Multimedia Subsystem (IMS) is a promising solution that may be adopted in next generation networks providing advanced capabilities and added value data services. In this context, this paper investigates interactive broadcasting systems and IMS convergence and proposes a novel research approach, which could be adopted towards optimizing interactive marketing. The proposed approach may enable for a more efficient process of collecting and analyzing feedback data from users/viewers. This process is vital for optimum marketing and advertising purposes, since potential information data, collected by utilizing sophisticated technologies, may be used effectively to target customers in a more efficient way.