T.J. Prebil

The Theory of Interactivity

In an earlier post, I mentioned that I’d be revisiting some of my research from years of studying emerging interactive marketing trends. Today, I’d like to introduce my Theory of Interactivity which, according to my journals, dates back to October 20, 2005.

While not as revolutionary as Einstein’s Theory of Relativity or as scientific as other breakthroughs, the Theory of Interactivity definitely has merit, in particular as it pertains to the evolution of the marketing and advertising industries.

Basically, the theory states that as media channels continue to increase in interactivity, businesses would be wise to learn to work with consumers instead of against them. In other words, businesses need to learn to “pull” consumers into more direct relationships rather than continue to “push” messages at them.

There are four variables contributing to changes in the media landscape which, in combination, form the basis for the Theory of Interactivity:

1. Whether hunting for new customers or farming existing customers, businesses need to communicate with target audiences. In fact, their livelihoods depend on it.
2. As media channels become increasing interactive, consumers have more control over when and where they choose to consume content.
3. Advertising is more cluttered than ever and everyday consumers are exposed to an onslaught of messages. With so much noise, it’s increasingly difficult for consumers to find relevance and most advertising messages are ignored all together.
4. Consumers are busier than ever and time has become the world’s most valuable commodity. There are no more mass audiences. Successful businesses understand this and are making adjustments accordingly.

Admittedly, I was not the first to identify these variables. Anyone familiar with the book Permission Marketing will recognize that Seth Godin outlined many of these points in 1999. The Theory of Interactivity, however, is simply an easy way to address what’s happening today’s media landscape and to suggest an overarching guideline for improving communications between businesses and consumers.

For example, I used to work in downtown Chicago and nearly every day on my lunch break I’d encounter solicitors trying to get my attention in order to talk about the environment or saving third world children. Granted, these are honorable causes, and ones that I’d likely be interested in learning more about, but not when I only have 20 minutes to get to the taco shack and back to my office.

This experience is a great metaphor for what’s happening in the interactive world. Chances are that when users visit your website, read your blog or engage in other media, they’re doing so when their schedules allow for a few spare minutes. Rather than recognizing this and making necessary adjustments to advertising philosophies, most interactive channels employ annoying ad formats (e.g. scrolling ads, pop-up, page takeovers, or streaming video), none of respect a user’s time.

Like Godin’s book, the Theory of Interactivity strongly supports the concept of permission marketing, whereby individuals volunteer to be marketed to. Permission marketing, which was first used by early catalog companies (e.g. Sears), exploded in the 1990’s with the ubiquity of email. Today, Twitter, Facebook and RSS can all be classified as forms of permission marketing.

So what does all of this mean?

Well, where advertising agencies and media companies cling to traditional business models and practices, there are enormous opportunities for developing techniques consistent with the Theory of Interactivity. And keeping the theory in mind when planning marketing campaigns will lead to better long term relationships and communication exchanges with desired target audiences.

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