Is buzz no more valuable than an ad?

What if the experts are wrong and ads are just as persuasive as buzz? This can't

be possible, can it? The experts have told us that there is a new breed of human

being out there who no longer wants to be marketed to. She pays no attention

to ads. She is immune to the "interruption model" and we need to get her

"permission" to market to her.

Not so fast, says David Michaelson Co., a New York-based company that

studies measurement of communications effectiveness,and has compared the

effect of publicity with traditional advertising in a controlled experiment. He

and a co-author presented research subjects with a faked ad for an invented

product, and a faked newspaper article about the same product. On a scale of 1

to 10, the article was a 10 "from the standpoint of a publicist's dream article,"

Dr. Michaelson says. Yet their study showed that the article was no more

effective than the ad in building brand awareness. Now here's something to

think about. I have no idea of the validity of this study. But if it's true that

people are not terribly moved by "buzz" in reputable media like newspapers,

how much power do you think buzz has in dopey social media like blogs, and

Twitter and Facebook?

Maybe buzz is exactly what it sounds like -- just a lot of mouths yapping.

"Clicking-toward-oblivion."

"What was once digital advertising's dirty little secret is now

its big, ugly problem. Online ad performance figures are dismal..."

Adweek

　

Any way you slice it, the key fact is that 15 years after its inception, I

cannot come up with the name of one major consumer-facing non-native

brand that has been built primarily by web advertising. It is encouraging,

however, to see some people within the web advertising community finally

coming out and admitting the shortcomings. Maybe if

more web advertising people would stand up and acknowledge the issues

they could help the web become what we all want it to be -- a more

effective advertising medium.

Want more information on Interactive Marketing Communication?

Contact Paul Ashby : paulashby40@yahoo.com or (UK Landline) 01934

620047.

Do you agree that Today, the ad industry is being overrun with people who have no idea what is universal and what is transient in our business?

?

They are not being taught principles, they are being taught tactics.To them,

Bernbach, Ogilvy and Riney are just names of old dead guys. They never heard

of Ally and Gargano or Scali, McCabe, Sloves. They have no idea what these

people and organizations did, or stood for, or taught us about advertising.

It's our own fault.

No one is willing to take the time to learn the history so he, or she, can

teach it. Our own industry organizations - particularly the I.P.A - are

prime culprits. By desperately trying to remain "relevant" they have sounded a

constant drumbeat about "digital changing everything" that is not only false, it

undermines the importance of young peoples' need to learn the history and

principles of our trade.

Are you doing anything about Swinging back the web clutter?

Last summer, Starcom released a major study on internet clutter finding that the more ads on a page, the more click-through rates, brand impact and product consideration decline. Jeff Marshall, senior VP-director of the firm's online arm, said since the dot-com bubble burst, many sites have cleaned themselves up. But "not everybody's moved that way. ... We may see that pendulum switch back toward clutter."

And then there's mobile marketing, where perhaps the greatest risk lies for a new avalanche of commercial content. Though hailed as one of the ad business' great growth areas, it hasn't really taken off, partly because the jury's still out on just how receptive consumers are to commercial messaging on their phones. One commenter from New York City gave this no-duh perspective: "The cellphone is way to [sic] personal to be considered another advert medium. If companies start slamming people with messages, people will be turned off."

In the end, permission marketing may be advertisers' best bet for gaining acceptance in emerging media that don't come with social contracts of the kind that's governed, say, the TV business for so long -- that is, viewers' tacit willingness to put up with ads since that revenue's underwriting the programming they enjoy.

"Anytime there's a new destination for people, like YouTube or mobile phones, the assumption is we've got to find a way to put some ads there," Mr. Barocci said. "That's just going to make things worse because there's no social contract. If mobile-phone companies say, 'We'll reduce your bill if you accept ads,' then that's a contract and that's smart."

Do you think that Media Pollution Is Worsening Despite Cleanup Efforts?

　

Somewhere between 254 and 5,000 is a number that represents just how many commercial messages an average consumer gets each day. Attempts to beat clutter only end up yielding more of it, a bitter irony bound to have dire consequences for a business already struggling with questions of relevance and effectiveness.
Attempts to beat clutter only end up yielding more of it, a bitter irony bound to have dire consequences for a business already struggling with questions of relevance and effectiveness.
There's no consensus on it, but just about everyone agrees on two things: It's way too high, and the industry's not doing anything to reduce its own overproduction.

That's our clutter problem -- and yours.

Shotgun blasts
Like a fly repeatedly bouncing off a closed window, the ad industry is trying to fix the problem by doing more of the same. That is, by creating more ads. What that absurdly cliched mission statement of "cutting through the clutter" has really yielded is an industry that shotgun blasts commercial messages into sexy new places as quick as it can identify them, whether it's emerging digital platforms or nooks and crannies in an increasingly buyable physical world -- dry-cleaning bags, coffee cups, door hangers and even houses. Yes, clutter is leading to more clutter.

But, you say, at least it's paring back on traditional media, right? Actually, TV commercial pods are fatter than they've ever been, and they're growing like a 14-year-old Xbox fan's waistline.

Attempts to beat clutter only end up yielding more of it, a bitter irony bound to have dire consequences for a business already struggling with questions of relevance and effectiveness. Put simply, the ad business is crushing itself under the weight of its own messaging, squeezing the effectiveness out of its product as consumers get more and more inured to the commercialisation of their culture and surroundings.

"At the end of the day, the ability of the average consumer to even remember advertising 24 hours later is at the lowest level in the history of our business," said Bob Barocci, president-CEO of the Advertising Research Foundation. "We know that something's happened and we know the contributors."

As an advertising medium....

....the web is like communism. It's never very good right now, but it's always going to be great some day."

　

　

　

Game Playing and Marketing Games Offer you a Unique Way to Entertain...

-- and sell at the same time!

Whilst experimenting with social networks, user-generated content and on line video,

marketers appear content to view games as little more than another

class advertising platform. The untapped potential of game

playing lies in their ability to tell stories, thereby more closely linking

brand benefits with game play and blurring the lines between brand and

entertainment. Games, properly structured, fundamentally alter the customers

perception to the presentation and content of your marketing messages thus

making the advertisements themselves a source of meaningful information. Games allow Brands to

become engaging, and entertaining -- thereby providing something of value in exchange for

attention.

Brands such as Persil, Birds Eye and Quaker Oats have relied on game playing to create

narratives that consumers want to be a part of. In the process, they've done

more than just break through the clutter, or better position themselves in

consumer's minds. Games remain one of the biggest untapped

opportunities for marketers, for the simple fact that they are, indeed, engaging

interactive and entertaining. Well-conceived games require users' active

attention and enable them to drive the story line as they experience a world

that can be entirely of a brand's making. Games represent a unique opportunity

for brands to be the entertainment rather than just sponsor it.

So what do original games get you? If you're Quaker Oats,

you get year-over-year double-digit sales growth, as well as a

marketing program that has generated significant

revenue. So what does this mean for marketers? It

demonstrates that there's a burgeoning mainstream audience increasingly

receptive to branded entertainment in the form of original episodic games and

willing to grant brands their attention in exchange for enjoyable

experiences. Games need to be implemented strategically.

As with any marketing approach, objectives and performance expectations for

game-based marketing need to be considered upfront. Here are some things to keep

in mind: A game tends to work best as a component of an integrated campaign

rather than an afterthought. Original episodic games can

counteract this imbalance by delivering a high level of play and replay value to

consumers while putting the brand at the center of the experience.

So does a brand need to be interesting or provocative in order to make a

good game? Absolutely not. All our examples show that basic games deployed and

used well were effective at making a low-involvement category more interesting

and engaging. And implemented properly, games could address many of the

challenges facing financial-services companies -- building involvement,

generating a prospect , creating a sense of community, even delivering a positive brand halo.

　

　

The Future of Advertising is Interactive.

During all our research one constant shone through, that is that marketing is

conversations.

Current conventional mass media are weak conductors of knowledge and

comprehension. This is because of a number of factors, however the main reason

is; they are non-interactive communications vehicles, in other words

conversations cannot take place.

Communication research shows that interaction raises a communication

effectiveness.The one problem facing interactive advertising is the fact that it has become

a clich in recent years, without any very clear or consistent definition of

what the word means or how it is supposed to be executed, it has none of the woolly

theorising that lies behind the arguments about various forms of so-called interactive

communication using directmarketing and electronic media (most of which involves at best

the minimum of true interactivity).

It is also practical, down-to-earth, and uses a readily comprehensible and

verified mechanism to expand the relevance and salience of advertising and other

forms of marketing communications. It can be applied to all major media and to

various other forms of communication, including new media. There is no

theoretical reason why it should not also be applied to packaging designs or

product literature.

The basic elements of interactive communication are very simple, as all

communication should be. The target audience or any part of them are

provided with a Game, comprising a Quiz together with multiple choice answers.

This take the reader/viewer through the detail of a commercial or

advertisement (or both) and focuses their interest and attention on the product's selling

points. The questionnaire is (usually) presented as an exercise

in getting the public's opinions about the products. The effect is to combine

the techniques of programmed learning and game playing to

fix the advertising message in consumers minds, with startling results!

　

Interaction and The Outdated Idea of Mass Marketing

Advertising together with Broadcast Media, finally bite the dust!

Because no longer is the Marketing message, "We want your money". To day the Marketing message has to be "We want your opinions".

Because the moment you put that into real practice you can have everything you've always wanted, sales, customer relationships and also Brand loyalty.

However replacing research with interaction changes all the opportunities to successful marketing. "Yes", you can say," "Interactive Events will create my new products"

However at the moment Big Business is not making the correct decisions regarding interaction. Maybe some people within these organisations know and understand what's happening out there in consumer land. But the dreadful fact is that giving their voice to such statements would, more probably, seriously damage their career growth!

These days I search everywhere for the headline "Interactive Communication is a winning combination for all…The Client…The Media…and last but by no means least…your customer"!

It never appears.

Interactive Communication finally allows the revolution to commence. The revolution against one-size fits all advertising; the bland all-knowing corporate voice, the lack lustre politicians busily furnishing their own nests…from our money.

The fact of the matter is your customers, you, me and everybody else, do not trust business. We find it highly insulting to be treated this way and we mistrust you in numbers far greater than you or your advertising/marketing people allow for.

Dialogue, two-way conversations, would start to change these hostile attitudes. You really do need to commence interactive events - right now. And you can do so in existing media.

Before I go on, I must emphasise that on no account let your Advertising Agency tempt you into spending big bucks on the Web. Already the Advertising-as-Usual crowd is pouring billions into the Web, however be warned, as they said in the "Cluetrain Manifesto", "So you advertise on the Internet…so what"? If you think you are wasting money on Advertising-as-Usual be very careful. The Internet, possibly is a bigger waste of money than Advertising-as-Usual, and, as we all know, right now that is one Mother of a huge waste of money!

"Why?" you may ask "has it all changed from the safe secure way of marketing in the past".

Simply put, Advertising-as-Usual, together with its handmaiden Broadcasting-as-Usual have treated us with too much contempt. According to a recent article in the Times, TV executives commonly think of viewers' phone revenue as "moron tax". And this attitude of utter contempt pervades the executives of advertising and Broadcast-as-Usual, and expresses itself in all the offerings of a rip-off culture, from government to TV companies.

And bear in mind that Advertising-as-Usual and Broadcast-as-Usual hold Clients in great contempt as well. They rejoice in removing large chunks of your Marketing Budgets, to then waste them in rip-off ventures that only worsen the publics' contempt for you…so in effect they are spending your money to get you into a ever worsening situation.

Online advertising has of course become a multi-million

,

if not billion, dollar enterprise what with the entire world online at one point or another at any

given time of the day. Surely if you're a brand manager or brand marketer you

know the value of online advertising as part of an overall integrated

marketing campaign.

But what if the most powerful brand ambassadors in the world are not the

least bit interested in your online advertising? What would you do then?

Well you may want to go back to the proverbial drawing board Mr. & Mrs.

Brand Manager because based on a recent survey, the most powerful brand

ambassadors are indeed not the least bit interested in your online

advertising, at least a large majority of them.

And in just in case there were any doubts as to whom the most powerful brand

ambassadors are, when you factor in that women account for 85% of all consumer purchases

including everything from autos to health care, it only stands to reason that

the most powerful ambassador a brand can have is a woman.

As to the aforementioned survey, the folks at Ask Your Target Market or AYTM recently

surveyed consumers on their likes and dislikes when it came

to online advertising. Overall, the results showed that when asked how likely

they were to click on an online ad, 65% indicated they were either not very

likely or not likely at all to click on an online ad! Only Interactive Marketing Communication can

attract your target market to your advertising...and be effective as well!

　




　

You Have Huge Amounts of Data…so Why are you Starved of Knowledge?

　



Despite spending hours on the 'phone or online your customers are just not

connecting with you, resulting in angry customers hanging up and going elsewhere.

We are becoming more and more divided

by technology. Your customers' dread interactive voice-response, the on-hold

music that doubles the annoyance of queuing, the codes are all barriers to

effective communication.

The rage among your customers has reached an intensity, which is now

causing great damage to your relationship with your customers. We are now

dehumanising our customer relationships even more than conventional

advertising ever did, the very objective of which

was to do the exact opposite! Your customers appear to be invisible to

you except as computer generated stereotypes, while your organisation is

viewed as remote and unreachable causing stress and suspicion rather than

customer satisfaction.

According to a recent study by database software specialist Data Vantage.

Fully eighty nine percent of service providers are failing to deliver the

seamless service your customers want. Causing damage to your brands,

customers to defect, thus putting more pressure on sales. It would

appear that most customer information in to days service organisations,

expensively acquired, is wasted, and what does get through to Management is

contaminated, diluted or otherwise unusable. All this results in huge

amounts of waste. Companies are drowning in data however, they are, oddly

enough, starved of knowledge! All resulting from a

misunderstanding of that little word "Communication"! It would appear,

understandably I hasten to add, that one of the main reasons this frustration

and anger occurs, is when one of your customers calls your 'phone centre to

complain about a bill. and then they receive a threatening reminder through the

post a week later! In reality you and your customers are being divided

by technology, your relationship, conducted through computers has become so

depersonalised as to be dangerous to the very well being of your brands and

business. And sad to say any new channel of communication simply

increases management's' opportunity to repeat mistakes. For example if you

send an email, your call centre will not have seen it!

　

　

As we said earlier, all resulting from a complete misunderstanding of

that word "communication". So let us examine that word ˜communication'

a little more closely. The dictionary definition of communications is as follows:

Communication. n. 1. transmitting 2. A giving or exchange of information, etc.

by talk, writing b) the information so given 3. A means of communicating

4. The science of transmitting information. The interesting fact is the

expression 'the exchange of information' . Communication is not a one-way

flow of information. Talking at or to someone does not imply successful

communication. This only occurs when the receiver actually receives the

message, which the sender intended to send. Message rejection,

misinterpretation and misunderstanding are the opposite of effective

communication. However most marketing communication today depends on a

single-step communications model. A message sender, the message receiver.

This basic model assumes that the sender is active, whilst the receiver is

inactive or passive and the message is comprehended properly. In this case if

the message is creatively prepared and sent through the right medium and, if it

cuts through all the other noise, and then if it is decoded correctly the message

has done its job! In closing please allow me to stress that we are, despite

appearances, creating more problems than we realise, all this new technology

is doing is alienating your customers more than ever before. With all the other

problems, clutter, meaningless noise, mistrust, it is now vital that we rethink

our position on all commercial communication. The fact is that you, the Clients,

can literally halve your colossal marketing budgets and, armed with a true

interpretation and understanding of the word "communication" and be far more

cost effectiveâ¦on all counts!

　

　

　

　

Knowing your customers is especially useful at times of abrupt and unexpected change

- a recession, for example. Having a strong sense of why people buy from

you as well as what they buy can help you to avoid damaging knee-jerk responses.

Is everyone else in your sector rushing down-market in anticipation of a boom in

demand for cut-price 'value' offerings? If you stick it out at the top of the

market, you might be able to grab for yourself a big chunk of the tasty

high-margin business that remains.

Now, in future you must remember this, engaging your audience is key to your

future success< You should focus on "engagement", "relevance" and

"customization" to make an impact with consumers. Additionally the rise of

new media has ushered in the era of "performance marketing". Businesses

hoping to derive the maximum benefit from digital media must provide customers

with information tailored to their individual needs, be it

on the web, or analogue media. Communications should also take the form of a

two-way conversation, with consumers being able to customise the content they

receive in line with their personal preferences.

This means adopting a truly interactive communication mindset. The age of

push marketing is behind us. What counts now are dialogue, engagement and

relevance, Digital channels that can deliver consumers with established

interests can charge handsomely for that capability.

Customer focus is important, because it can help you to see beyond industry

orthodoxy and understand why people buy from you rather than go somewhere else.

It requires a different mindset and the ability to cast aside those cherished,

but often erroneous, shibboleths about what can and cannot be done, that all

businesses create for themselves.

Your complete and utter lack of understanding of the word "communication"

together with a lack of appreciation as to what can, and does, stifle effective communication.

All advertising is a form of learning whereby the advertiser is asking people to change their behavior after learning the benefits of the products or services on offer. However, we all tend to filter out information, which 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 minimise this anxiety the purchaser seeks to reinforce their choice and begins to take more notice of their chosen product's marketing communications.

Due to a lack of understanding of the communication process we have created a media society during the past 40 or 50 years, where the whole process has been de-humanized.

There is now an extraordinary reduction in interaction because conventional advertising and marketing have become a one-way practice whereby information is disseminated in a passive form.

So what are you going to do about this?

　

　

As your products come to reflect the information provided by the genuine conversations of interactive communication,
instead of the ballyhoo and adversarial marketing tactics that poses as

marketing today, companies will be far better served, and so will their

customers.

Oddly enough with Interactive Communication, companies can have everything

they've always wanted. Greater market share, customer loyalty etc. etc. All the

empty promises that advertising has been promising their clients but failed to

deliver!

To day, big business, with their handmaidens, advertising & marketing

have created mass media.

And the biggest mass medium is broadcast. And that is command and control

management, complementing big business thoroughly. Both are all about

imposing control top-down and both are driven by ratings, research and cost

per thousand.

Sad for them people are turning away from 'broadcast' in their millions

because of a number of reasons, they have acquired other interests and concerns

which broadcast cannot provide. Plus the fact that people are heartily sick of

the sterile pronouncements of corporations and broadcast media. And especially

of advertisements!

I close by making the observertation that we live in surreal times when we

are asked "online Marketing Vs Traditional Marketing, which is more

effective"?

Well neither of them are even proven as effective. Eric Clemons, Professir of

Operations & Information Management @ The Wharton School of the

University of Pennsylvania, argues that the Internet shatters all forms of

advertising.

The problem is not the medium, the problem is the message and the fact that it

is not trusted, not wanted and not needed.

There are three problems with advertising in any form, whether broadcast or

online. 1) Consumers do not trust advertising,2) Consumers do not want to

view advertising and most important 3) Consumers do not need advertising!

SHOPPERS' VOICE ALLOWS CMOs TO FINALLY ENGAGE

...with their audience. Sad to say despite the fact that Shoppers' Voice offers unique opportunities for total accountability, many Clients still hold onto their analogue mindsets!
Shoppers' Voice allows two-way conversations, with your customers being able to customise the content they receive in line with their personal preferences.
One thing is for sure the age of push marketing is behind us. WHAT COUNTS NOW ARE DIALOGUE, ENGAGEMENT AND RELEVANCE!

Contact: paul.ashby@yahoo.com

Potential customers said they would feel closer to your brand...

...if you listened to their opinions and responded to questions or comments.
Yours brands should throw out ideas or topics amongst customers in which they can start their own discussions, and don't necessarily have to be about your brand and could involve negative comments.

Negative comments need to be answered, not ignored, and comments kept up, not removed, as an exercise in transparency.

Your conversation with consumers has to be of interest to them, such as giving them something to engage with, rather than directly asking for feedback on a project.

Your brand by listening to friends or fans points of view and concerns on these platforms and accepting criticism while giving users honest information, a deeper relationship can be formed increasing brand loyalty, and especially increasing sales

Further findings reveal that social network users become largely irritated and tend to ignore promotions from brands and a majority of users would not remain a fan, or friend of a brand, that regularly sent them promotions.

TAG allows you to do everything you and your customers need for successful communication to take place.

How to avoid getting left behind with the dinosaurs and cooking the

Sunday Lunch!


Perhaps this little anecdote perfectly sums up what can easily happen
to stymie progress in advertising/marketing or life generally. And perhaps why youngsters in advertising to day find it difficult to step out and challenge the orthodoxy! By the way forgive me if you have already heard it, it still is a good illustration as to why we have problems in advertising these days!

The story, as I was told it, goes that a newly married man sees his wife
trimming off the last few inches of a large joint of meat before she
puts it in a baking tray for their Sunday lunch.

Never having seen meat prepared this way he assumes that it is
something to do with ensuring the meat is extra tasty so says nothing, however after a few weeks of seeing this he asks why his wife does it.

She explains that this is how her mother taught her to roast the meat,
she doesn't know what the secret is but there is a good reason for it!

A few weeks later the couple are eating with the wife's parents and he
asks his mother-in-law why she cuts the end off the meat before putting
it in the roasting tin. She tells him that she doesn't know but that
she remembers seeing her mother do it.

So a few weeks later he gets the chance to ask his wife's Grandmother
why she cuts the end off the meat, is this in fact the secret to a great
roast?

Her reply is simple, her husband always used to bring home a piece of
meat that was far too big for the roasting dish so she always had to cut
the end off to fit in the oven!

So here's the thing, so often we do things just because we always have
or worse, because other people always have. We don't stop to think
about why we do things and ask ourselves if this is the best way. Often it
used to be the best way but things have changed and we have never
reviewed what we are doing.

My advice is to question everything that you do and ask if this is the
best way in the current circumstances and with the technology
available. If you don't know then test different approaches and see if what you are doing is still the best approach

And never be tempted NOT to do things just because nobody else does or
because some body who has no experience but big opinions tells you that
you shouldn't!

Best of luck


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What is communication?

After a little thought, most people come up with a definition that is about transmitting and receiving information. A little more thought might produce the word exchange. This is more satisfactory, but still assumes that communication is about moving something about conveying, or sending, or delivering, some commodity called ‘information’.

In fact, the word has quite a different root meaning. It derives from the Latin communis, meaning ‘common’. or ‘shared’. It belongs to the family of words that includes communion, communism and community. Until you have shared information with another person, you haven’t communicated it. And until they have understood it, the way you understand it, you haven’t shared it with them.

Communication is the process of creating shared understanding.

Just do what your told!

1.Business created mass markets through broadcast advertising, the same bossy voice of command-and-control it used on workers, however in this instance, applied in the market place. “Just do what you’re told” is not that very much different than “Buy our products.”

2.And you could effectively tell people to keep quiet, because that element of a conversation was banned in broadcast media – there was never a way to ask questions. A 30-second TV commercial was never an invitation to converse!

3.The tragedy for the media business is that many current brand managers and most advertising and media agencies are, in our experience, unable or unprepared to calculate the contribution of advertising.

4.A new media age appears to be dawning one in which many of the old rules of salesmanship will no longer apply. It is hard to believe that anyone will sit still for numbing repetitions of intrusive jingles, or for 30” spots of unrewarding commercials.

5.Recent research concludes that television advertising may actually be harming, rather than enhancing, companies' relationships with their customers.

6. 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.

7.Advertising has become too parochial, too introspective, too convinced by its own hyperbole. Two or three thousand, what would be described as, creative people, dominates advertising.

8.However, a major change is afoot and advertising, long regarded as the ultimate weapon in marketing – particularly the once mighty television commercial – is now seen as complacent and increasingly ineffective.

To summaries: One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
And that’s the human desire for interaction. If this had been taught and the lesson put into everyday practise then billions of pounds and dollars would never have been poured down the black hole of television advertising!
Interaction is not technology, it is human behaviour!

Are you seeking more information on interactive communication then please visit:
http://effectiveaccountablecommunication.blogspot.com

Interactive Television or Interactive TV

Mass communications media enhanced industry’s ability to address even larger markets and mass marketing truly came into its own. With larger markets came higher rewards and these higher rewards had to be protected. More bureaucracy, more hierarchy and more command and control.

A new media age is here in which the old rules of salesmanship no longer apply. No one will sit still for numbing repetitions of intrusive jingles. To-day people can talk back to their television sets, and the question of just how advertising works – and whether it works at all – will be answered.

We represent the future, a group of like-minded people with many years of media experience and expertise. One of us actually pioneered the use of interactive communication to the marketing community over thirty ago.

Thus we have an extensive research portfolio demonstrating just how interactive communication (properly executed)works. We have produced interactive "Events" in the U.S.A. Australia, United Kingdom, Japan, we even produced the world’s first regularly broadcast hour long interactive TV Gameshow. Hence this blogg, we want your opinions, we want to share our knowledge and expertise with you all so as to ensure that the process of interactive communication is fully understood and executed.




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