Do You Understand Why We Need Interactive Communication - urgently?
Quite simply it is the human desire for interaction.
All advertising is a form of learning whereby the advertiser is asking people to change their
behaviour after learning the benefits of the products or services on offer. However, we all
tend to filter out information that we do not want to hear. This clearly alters the effectiveness
of conventional advertising in quite a dramatic way.
The final purchase decision is invariably a compromise and this leads to a certain amount of
anxiety; the worry that perhaps the decision was not the best or the right one. In order to
minimize this anxiety the purchaser seeks to reinforce their choice and begins to take more
notice of their chosen product's marketing communications. Additionally we have created a
media society during the past 40 or 50 years, where the whole communication process has
been de-humanized and depersonalized.
Together with an extraordinary reduction in interaction because conventional media together
with advertising and marketing have become a one-way practice whereby information is
disseminated in a passive form. People have this desire to be taken account of. To affect
change, to learn and personalize their relationship with their environment. There are a
phenomenal number of reasons that cause people to interact, going far beyond just giving
When people agree to participate in truly interactive marketing programmes they are told that
their efforts and feedback are of positive help to the advertisers. Additionally the attraction of
interactive communication is that it is a return to the prehistoric human fascination with telling tales!
People long for more connection between what we do for a living and what we genuinely care
about. We long for release from anonymity, to be seen as who we feel ourselves to be
rather than the sum of abstract metrics and parameters. We long to be part
of a world that makes sense rather than accept the accidental alienation
imposed by market forces too large to grasp; to even contemplate.
Commerce is a natural part of human life but is has become increasingly
unnatural over the intervening centuries, gradually divorcing itself from the
very people on whom it depends, whether workers or customers. The result has
been to create a huge chasm between buyers and sellers.
Advertising's failure! Conventional advertising has failed the natural human need for social
interaction. We have created a media society during the last 30 or 40 years
where there is an extraordinary reduction in interaction because of the one-way
and more passive form of information that exists. People desire to be taken
account of, to affect change, learn and personalize their relationships with
their environment. These psychological and sociological factors are part of the
incentive to interact with advertising.