Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into consumer lives than broadcast media had been able to do. But the technology that threatened intrusion is delivering seclusion. The transformation is unfolding on a … [ Read more ]
Content: Article | Authors: John A. Deighton, Leora Kornfeld | Source: Harvard Business School (HBS) | Subject: Marketing / Sales