DMA (Direct Marketing Association) Absorbs Association for Interactive Marketing

Not in and of itself an exciting news blurb, I'll admit. Here's the scratch -- 80 percent of the DMA's membership (agencies such as FCBi, Arc WW (Burnett), Draft, Wunderman (Y&R), OgilvyOne, etc.) is in fact practicing interactive media tactics and ideas. Hold the phone ... So are We!?!?!

The "convergence" isn't just about the media. It's changing agency services. With the growth of TiVO and video on demand and home media centers that show Vlogs and Webcasts on the plasma hanging on your living room wall, interactivity becomes an every-time deal.

The question is no longer whether to make a component of your campaign interactive. It's how "deep" should the interactivity go? Think about DVD extras. If the bonus features are great, you look. If not, you watch the movie. (Hint: we're in the bonus features business.) So, the OFFER had better be compelling, or else.

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