Interactive technology reached a plateau in 2000.
Usage and adoption however has accelerated. We are in stage of normalisation. More people now know how to publish and share content online. We’re experiencing small enhancements to the browser, network and media tools however the level of interaction is tied by the same constraints - we still tap a keyboard and scroll a pointer . Escape the mouse and keyboard and the next wave of experiential technology begins.
The technology is new however the challenges are the same.
It’s about fully realising the potential of the medium. The first TV shows recorded stage plays with a fixed camera, you saw actors walk on and off stage. Over time creatives began exploring and understanding the broadcast medium, experimenting with placing images and sounds together in a way which could create an emotive response in the viewer. Interactive is in the same infancy. It’s still directed by stage managers a bit, in what I call A4 thinking. Building web “pages” reflects traditional publishing more than interactivity. TVNZ’s new online content platform for example. The opportunity is huge. Smart marketers will explore ways to engage online viewers in interactive experiences rather than just running banner ads.
Hyperfactory’s advertising platform adds mobile placements to the channel mix. The success point here will be making sure mobile is not just about mobile. Campaigns need to be immediate, easy and simple to succeed. Forget campaign cross over – digital content is always going to need a customised realisation cycle.
The Technology lesson is that simplicity works.
Google made searching easy. Myspace made building a web page easy. Place next will make anywhere community easy.
The digital consumer has a choice.
The challenge for marketers is having the process to determine which places best enable dialogues between their brand and it’s customer. Should we be in secondlife.com? should we be podcasting? Ongoing assimilation is required however there’s no need for panic. New places will continue to emerge. Consistency is key. Each digital experience must realise your business objectives in a way consistent with the Brand values. Digital collateral has in infinite half life. Mistakes float in the public domain. Google is a glass bottomed boat to your brand. Consumers will find your digital mistakes. Process wise- first steps count. Define a Digital Strategy and every other decision becomes easy. There’s no value catching the train if it’s going to the wrong station.
Digital puts us in the hands of the consumer 24/7 and in the eyes of the market forever. Successful campaigns encourage people’s natural instincts to be creative and to connect with people in the easiest way possible. With interactive, you just can’t personalise enough. Every piece of information a marketer presents to a consumer needs to be absolutely about that person. It’s a big effort to get content to a consumer and it’s a big effort for a consumer to accept and process any information you send. Make sure what they end up is a valuable interaction.The human interface elements of the mobile are the limiting factors. You have to hold it up to your ear while you talk, you have a tiny screen, and the keyboard is more conducive to entering alarm pin codes than connecting one to one with someone you like.?