Why is interactive creativity so powerful?
It gives the audience control of the experience. It meets their level
of interest and need. It lets the individual interact with the
information... and allows each to sell themselves. This is called
the "psychology of interactive empowerment"!
Creativity has truly found a home in the world of interactive marketing.
Today, people (clients, prospects, customers, etc.) want to be in control
of the selling process. They want as much information as they need for
their own particular reasons. They will no longer stand for the "I make,
you take" school of marketing. They will literally zap you and click you
right out of the picture if you don't deliver what they want when they want
and how they want.
The new computer technology has spawned the most important interactive
communications tool since the advent of television. And Creative Direction
is very much involved in bringing interactivity to marketing
communications. The effectiveness and cost efficiency of an off-line or
on-line communications program for many companies can easily surpass the
results of the most advanced traditional marketing techniques.
Although the numbers are changing by the minute and hour, here are a few
interesting facts that might help convince you of the momentum of
interactive marketing.
Today, computers are out-selling televisions in the United States.
40+ million CD ROM internal and external drives will be sold in the
United States this year. 34 million were sold in 1994. Most computers are
now being ordered with built-in CD-ROM capabilities.
180 million CDs and over 10,000 CD titles were produced in 1994.
42% of U.S. households now have a computer in the home.
Now, almost 8 million people are accessing information through on-line
services like AOL, Prodigy, Compuserve, etc.
Over 140 million people in 132 countries are online.
The number of computers serving Web sites is doubling every 53 days.
Interactive marketing presence can be working 24 hours a day, 7 days a
week, 365 days a year.
On-line consumer and business-to-business customer transactions are
projected to be in the billions of dollars this year.
Want more information? Want research? Want to know what your competition is
doing? Want to know what it costs? Want to know how it will work with your
existing marketing programs? Want to know long it will take to get a
program in place? Interact!