How are interactivity, relational marketing and PR related? Also talking to consumers and harnessing co-production, how important are these and what are the implications?

Interactivity is, in itself, worthy of a blog as there are so many elements to it. Consider Rafaeli who said "the most helpful definition of interactivity would be one predicted on the issue of responsiveness. The distinction called for is one between interactive, quasi-interactive and non interactive communication sequence".(p118) For something to be truly interactive then, it must draw on previous responses, it must incorporate reference to content, nature or form of earlier references.

Given this, we look toward new social media sites and ponder the question, are they interactive? I believe they are as they facilitate interaction between people and also allow them to interact with content. By interacting with the people and content on these sites we can assert our own influences, which is what sets interactivity apart, it is a two-way influence. Simply commenting on a piece of content such as a status update or change of profile photo on facebook is interacting with another, via a social media site, something millions of people do absentmindedly each and every day.

Interactive media can come in all sort of forms, computer games, mobiles and the internet to name but a few. Wearing a headset whilst "gaming" allows interaction with fellow participants instantaneously, as if you were face to face, and this is because interaction is assumed to be a natural attribute of face-to-face conversations (Rafelli, 1988.). The interactive media that is often take for granted is the mobile phone. Phone calls, texts and even picture messages can all be achieved at the touch of a button, there are over 5 billion of them circulating in the world today. So with so much interactive media available, how can this be harnessed by the marketing world?

Companies are increasingly trying to retain customers via relational and PR marketing techniques. Take Amazon or ebay for example, transactions are accompanied with an option of rating the experience, usually on a 1 to 5 star basis. This provides added information for customers next time they are trying to buy a product from a certain seller, the seller has a reputation that can influence whether or not they wish to use them. Amazon also provide helpful information that makes shopping easier by suggesting other similar products or complimentary ones. This provides an added value service that customers appreciate. 


I mentioned something similar in my last blog, where companies increasingly provide adverts suited to the person they are targeting. For example, adverts on Facebook pages revolve around research made on the individual and their respective "likes". My page has adverts which i recognise as tailored to my hobbies, likes and pastimes. Companies are also increasingly utilising searches on the likes of Google and yahoo to tailor adverts and use more specific targeting techniques. 


The most recent example of this i can think of is the fascinating story of compare the market.com.  After not achieving the profits and market share they expected, Compare the market decided to investigate by looking at what consumers are searching when they try to find a comparison site. from this it became apparent that consumers were frequently searching for compare the Meerkat.com. From this came the adorable and infamous Alex whom i am sure you are all familiar with.


Nestle are one of many companies who utilise Facebook as a means of corresponding with consumers and gaining feedback. This allows companies to create a rapport with companies and creates an easier medium where customers can interact and propose their current thoughts on what is good or bad with the company. It is this interactivity, often through blogs, twitter or Facebook, that firms are trying to capitalise on by developing their reputation with consumers. This acts as a solid PR platform, because if consumers feel they are being listened to and can have an influence on a companies decisions the the company is likely to find an increase in their reputation. 

                                                                         Source: Hoffman & Novak (1996) 

This is an example of how interaction has changed in recent times away from the "mass media" model to a new "interactive media", where consumers and Firms interact and correspond via media networks. It is now a "two-way" flow of information as opposed to the conventional "one-way" flow associated with web 1.0.

Yes, resources do need to be allocated to deal with these issues which can be costly, but in my opinion co-production via consumers feedback can only benefit a company in terms of reputation and rapport with customers. Furthermore I feel that utilising this social media that enables interaction is key for a companies success in the long run, and in order to be heard relationships have to built with consumers. With an increase in word of mouse where the whole world can contribute to a companies image, either positively or negatively, just by the click of a mouse or the simple typing of a few select words, companies should be doing everything in the power to influence the publics perception of them.

References:

Rafaeli, S., 1988. Interactivity: From new media to communication, Sage Annual Review of Communication Research: Advancing Communication Science, 16,110-134.  Available at:

http://gsb.haifa.ac.il/~sheizaf/interactivity/Interactivity_Rafaeli.pd