This short spot really illustrates the disconnect that traditional advertising is having from the consumer today. Up to this point, traditional advertising has been a one-way process. But today, in the digital media world,
interactivity has become a player as consumers now have the ability to do more than just buy – they can respond in a number of ways.
Once I saw this spot, it reminded me of faith based broadcasters as well. Since the beginning of religious media, it’s been a one way medium. “Preaching” is the perfect metaphor: preach or teach the message, and be done with it. The only response most media ministries are interested in is a phone call for salvation or for your credit card.
But today, audiences want more. They want to interact. They want their feelings heard. They want to determine (or at least have an influence) the message. That’s why we call it “social media.” It’s gives your audience the opportunity to participate, and when that happens, they become part of the communication, and they take ownership.
What are you doing to give your audience a voice? How are you incorporating their preferences and desires into your message? Is your media one way or two way?