The time when companies hold monologues, which advertise and convince us about their greatness, is far gone. We live in the time of dialogue, where companies want to involve us – consumers – in a conversation and hear them speak. We are important! What we think and our reasoning process behind those thoughts is valuable and profitable. That’s why they – companies – want us to play on their websites, take action on their Facebook pages, and customize finales to their commercials on YouTube …. just to keep their name in the back of our minds, so that when our next purchase decisions arise, we think of them. Brilliant! Isn’t it? And soooo simple. Who would think that the entire interactive marketing concept would be invented so late…in 1996. How come something so simple as “gather and remember the response” from your customer wasn’t invented much earlier…yeah, we can keep wondering.
While we wonder, a new marketing wave has been occurring – we ourselves have become the new marketing vehicles. Admit it – have you ‘elfed’ yourself? Do you know that more than 122 million people ‘elfed’ themselves during the 6 weeks of the 2007 Holiday Season, and as a result became part of Office Max’s holiday marketing campaign?
We are now entitled to even choose the tone/method through which we will be targeted. We are given options to click, to select, to finish the story our way, to put our signature or face out there. Talking about a face out there – how about your face on a real KLM plane flying across the world…Dutch style?
Just think about it…all created to serve us – (oops) to sell us – better. All that interactivity that makes us a partner in crime. A sweet crime, I guess. At least if you take a look at the newest Perrier campaign, which lures us with a simple tagline ‘Can you handle the heat?’ followed by an even more luring explanation ‘The more people who watch the hotter the party’… let me guess how many times you clicked. Oh that interactivity! Have to love it!