Within a predictive interaction model, like television, the execution is simple and straightforward:
This predictive interaction model is also similar to Search Engine Marketing (SEM), typically referred to as “digital” or “interactive” advertising.
In some way, nearly every brand interaction is digital.
In an SEM campaign, marketers buy a keyword, direct someone to a website and ask that person to take action. This is predictable. The outcome is foreseen, and the model can be controlled.
In an unpredictive interaction model, the model cannot be controlled. People are engaged and then managed through perpetual analysis, response and adjustment as best as possible.
Take a message on a social media site. As marketers, we:
All of this influences brand affinity within that community.
This is just one example of the millions of unpredictive interaction models consumers have a hand in. The use of technology within people’s lifestyles and communication patterns is increasing the multitude of conduits and experiences within these interaction models on a daily basis. In an unpredictive world, demographic isn’t enough. Relevance is the new demographic.