:: How to market effectively in an Interactive Space

Marketers insist on using the internet as a broadcast medium. They use marketing messages and marketing jargon for website navigation, splashy intro. movies, and expect that users will follow conversion paths to purchase the products/services that are being sold.

What marketers need to realize, is that the interactive space is largely a "pull" medium. That is, users are free to make choices in order to retrieve information that they are looking for. Unlike television, where advertisers can broadcast their "pitch" (although Tivo is changing this dynamic), marketers will do better if they endeavor to understand users needs, and not hinder their pathways to the information that they are seeking.

Jonathan Lupo - VP / Information Architecture - Empathy Lab