Failing to take into account the imperative for interactivity in marketing initiatives is a big mistake today. At a time when people are taking things into their own hands, deciding what content they will "consume", when they will do so and how they will eventually reuse said content, no consumer brand can afford to build rigid marketing plans that involve only top-down communication. The "coke and mentos" phenomenon is a good testimony to the fact that things are changing fast in this space.
Thursday, November 2, 2006
Interactive is the name of the game
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