AdAge recently put out an article titled, “Ads That Invite Users to Interact Pack More Punch Than the Old, Passisve Variety” which discusses audience actions after being exposed to an advertisement. Often times people think that the only way that an ad is successful is if the users buys a product. This is definitely not the case. Since media and advertising continues to evolve and grow, there are ways that as marketers, we can evoke actions within the potential consumer through interactive media. The process even seems more natural and thus, they don’t feel like they are being sold to. This creates a much more seamless, comfortable process.

“In a digital environment, where you can give the consumer the option of participating in your message on his own terms, the traditional model of advertising from Madmen days — Awareness, Interest, Desire, then Action — is getting flipped on its head.”

I remember when I worked with AT&T selling various advertising services to clients, they would always ask “How many new customers will this get me?” This is the wrong question. They should be asking, “How will this allow consumers to engage and interact with my brand/company?” Advertising and marketing is far more powerful than simply getting someone to buy your product. We need to think bigger.

“How will this message affect my market’s view of my firm?” … “How can I befriend my audience, rather than simply hard selling them?” … “Will this marketing activity alienate my market or will they feel comfortable with the engagement?” … “Is this message targeting the right group? Will they like it and find it interesting?”

These are just a few of the questions that need to be asked. When our target audience engages with our brand, they feel like they are running the show. They feel like they are in the drivers seat and aren’t simply a puppet having their strings pulled by some evil-genius advertiser. It’s permission based.

Let them engage and give them some control… they will love you (and your brand) for it.

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