Technology has fundamentally changed how brands and their audiences communicate, not just online but across all channels. Consequently interactive thinking needs to be at the heart of all marketing strategy and interactive channels at the heart of all marketing delivery.
Wednesday, March 17, 2010
Engaging Doesn't Mean Interactive
In current marketing nomenclature there is a real focus on 'engagement'. I am all for being engaging but many people seem to misinterpret the notion of interactivity for engagement. given a brief for engagement they jump to digital and interactivity immediately.
Having the audience upload a story, personalise a dancing character or play a game is interactive, it just might not be engaging.
Likewise watching a piece of broadcast video content can be massively engaging without being interactive in any way.