Interactivity's Unanticipated Consequences for Marketers and Marketing

John Deighton · Leora Kornfeld

333 citations0/0 files storedJournal of Interactive Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies Media and Digital Communication

Abstract

The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more precisely into consumer lives than broadcast media had been able to. Instead the transformation is unfolding on a model of consumer empowerment, in which consumers use digital media to communicate with one another and deal with marketing's intrusions, showing none of the passivity displayed by mass media audiences. This paper categorizes five roles for the interactive consumer and draws implications for marketing practice. It concludes that the balance of power over marketplace meaning-making is shifting from marketer to consumer to the extent that media usage migrates from broadcasting to interactivity. The new marketplace rewards more participatory, more sincere, and less directive marketing styles than the old.

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References

2001Brand Community 1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces 2007Word of mouth communication within online communities: Conceptualizing the online social network 2003Psychological Implications of Customer Participation in Co-Production 2002Intentional social action in virtual communities 1997Exploring the Implications of the Internet for Consumer Marketing

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