Interact 2008 September 29-30 Washington DC

6 Oct


I attended Interact 2008. They had a ton of speakers from shops like AKQA, Sapient, Razorfish, Adobe, R/GA, Google, Cisco, etc.

Taking it all in–and boy was there a lot to take in–here are the conclusions I came to.

Traditional advertising is a one-way dialogue.

Print: “Read me.”
Radio: “Listen to me.”
TV: “Watch me.”

We dictate what people should know, think, feel. We don’t care what they have to say. And we don’t want to know. Traditional advertising is completely about the client. I’m talking to you. But I’m not listening to you.

Interactive advertising is a two-way dialogue.

Mobile/Web: “Interact with me.”

We want to know what’s on users’ minds. The good, the bad and the ugly. You are talking to consumers. And they are talking back. They are expressing themselves. You are building an experience so they interact.

Everyone’s creative. Creatives. Account folks. Brand planners. Studio peeps. Administration. Even consumers. Involve consumers. Let them be a part of the conversation, the experience.

Why do we depend on media to advertise our projects? (i.e. banners to promote a new site, emails to promote a new benefit.) How come we never ask users or involve users in spreading the word? Bloggers? Gamers?

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s

%d bloggers like this: