Interactive brands: future opportunity

Gray Sycamore

Gray Sycamore, director at The Marketing Store, argues that the direct marketing industry needs to recognise that consumers are increasingly in control of interactive communications and the flow of data they require to make decisions.

Interactive brands: future opportunity

Gray Sycamore

Most types of direct marketing have an element of interaction to them, so it is probably safe to say that interactivity is at the heart of direct marketing at a conceptual level. So the rise of new interactive channels and formats, electronic or otherwise, that are grounded in creating interaction between brands and consumers is clearly big news to the direct marketing industry.

While there are a lot more formats and channels around than there used to be, and many of them are based around the idea of creating opportunities to engage and interact...

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