Digital interactivity
Subtitle: unanticipated consequences for markets, marketing, and consumers
By: John A. Deighton and Leora Kornfeld
Contributors: Kornfeld, Leora; Harvard Business School
Series: Working paper / Harvard Business School -- 08-017; Working paper (Harvard Business School) -- 08-017
Publisher: Harvard Business School
Published: 2008
Place of publication: Boston]
Language: eng
Number of pages: 28
Description: The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into consumer lives than broadcast media had been able to do. But the technology that threatened intrusion is delivering seclusion. The transformation is unfolding on a model of consumer collaboration, in which consumers use digital media that lie beyond the control of marketers to communicate among one another, responding to marketing's intrusions by disseminating counterargument, information sharing, rebuttal, parody, reproach and, though more rarely, fandom.
Notes: "September 2007"--Publisher's web site.

Includes bibliographical references.