Interactive Communication, properly executed,
provides a win-win-win scenario for all participating parties.
For the first time in the history of commercial communication, participating parties can
expect to benefit from appearing in interactive communications
For communication to be successful mutual self- interest has to
be satisfied. Consumers need Interactive Communication. People desire to be taken account of, to
affect change, learn and personalise their relationships with their environment. There are a
phenomenal number of reasons which cause people to interact, which go far
beyond just giving them things. When people participate in interactive
marketing communication "Events" they are told that their efforts and feedback
are of positive help to the advertisers. Moreover, by participating, they then
learn and understand the message from the advertiser, personalise their
relationship with the advertiser and their products (or services). The
benefits for participating advertisers? For the first time advertising
becomes totally accountable with payment by results only.
Interactive communication provides intelligent sales through feedback and involvement. Thus
allowing the building of intelligent databanks. Thus the interactive
Medium becomes accountable and more effective. By the very nature of
interactive "Events" the audience are captivated by the technique.
Interaction alters the way viewers/readers perceive advertising, instead of being viewed as
interruption your advertising becomes a pleasurable and meaningful source of
information. There is a substantial increase in the reading/viewing figures and
it readily counters zapping.