How right John Shannon is in his article “Cross-Channel Interactivities” (MW January 27) when he says of interactive technology that “our immediate priorities should be on what practical applications we can exploit now”, but why does he suggest that it must be integral only to consumer needs?
As leaders in interactive technology, we aim to make the use of our system integral to our clients’ needs. Yes, we have developed practical applications, such as its use in conferences, roadshows, exhibitions, training seminars, business meetings and business television, to collect participants’ opinions, views and gauge areas of interests. But the exploitation remains in the way in which this collected data is used by the client as part of its total communication programme.
For example, data can simply be used on the day to determine the course of the event, or in a more sophisticated manner post-event for market research purposes, to provide information for follow-up by direct marketing, or to create the format for future events.
Interactive technology does not simply exist for marketing companies to provide information to consumers in yet another attempt to persuade them to spend money. It should be used to collect information to form an integral part in the planning of an organisation’s communication and marketing needs.