Interactivity is the key

Almost all the gadgets that are being developed or for that matter, the campaigns that are seen/heard have an increasing element of INTERACTIVITY. For example : From a dull and boring device, a telephone is not merely used to speak and hear people's voices. Today, it is a camera cum music player cum PDA all rolled into one. With touch screens, one can enter this world with great excitement and move from one feature to another. Interactivity happens best when there is INTEGRATION of technology. We find that the TV screen is integrated with your cell phone or the internet. For example, you can vote for your favorite celebrity by watching a reality show on TV by texting your preference on your cell phone or doing the same by logging on to a website. All this makes technology "talk" to people and is no longer a one way process. This is all set to increase. We would see innovations and the marketer is in the process of getting the consumer closer and closer to the brand.