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 with customers, very little of any debate focuses on the customers themselves who use these channels.

The question that springs to mind is why? The direct marketing industry has prided itself in the past on being in tune with consumers.