Interactivity is more than just technology. While providing a voice for consumers around the world, interactivity has moved beyond the Web and into message strategy. Today, interactive approaches such as naming products, revising taglines, and developing events seem fair game for the public at large.
The movement toward interactivity reflects the attractiveness of modern technology. Magazines, newspapers, television, and radio are fairly static forms of communication. New media like Web sites and iPods demand interaction. Therefore, consumers exposed to these media prefer greater input into the communications process.
On the contrary, the interactive trend raises several concerns about control. When communications professionals invite the public’s opinion, are they losing control of the message? Negative. Just because the process of interactive marketing moves rapidly, it does not mean professionals will lose any control. Communication professionals will be relieved to find that what they are truly giving away is not control, but the illusion of it (Lordan, 2006).
Reference
Lordan, E.J. (2006). Interactivity: the latest trend in effective communications. Public Relations Quarterly, 27-29. Retrieved May 20, 2007, from EBSCO.
