Interactivity is changing life as we know it. The article The Future of Interactive Marketing by Shar VanBroskirk and Emily Riley is a comprehensive guide supplied to interactive marketing professionals that overviews the direction that interactive marketing is taking today. The implementation of the CORE directives gives marketing professionals groundwork from which to build from.
The CORE directives include to Customize, to Optimize, to Respond, and to Empower. Each of these directives may be further broken down to guide to guide marketing professionals in the right direction. Pandora customized outbound emails according to the stations listeners create. This is known as interactive customization. Dynamic adjustments to site content based on user profiles are examples of optimization that a company may implement. The Consolidation of 400 global agencies by Bayer is an example of a company response to improve efficiency. Employees at Black & Decker are empowered to make their own do-it-yourself or how-to videos.
The future of marketing lies in interactivity. Further, smart devices and technologies will be on the forefront of changes in interactive marketing because it is in these new technologies that the most effective and efficient forms of advertising have been identified. Through interactive marketing, advertising firms will be able to achieve a higher level of efficiency. Interactive marketing allows each firms to have an ‘intimate’ conversation with each consumer that allows the advertising firm to gain some knowledge about that consumer.
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