Tuesday, July 11, 2006

An Evolving Interactive Mind

On our minds and the user experience...

"Though not proven, it's pretty clear the mind isn't entirely capable of understanding itself. I'm reminded of this nearly every day when I can't get past my front door without forgetting my keys.

When we venture into things we've never done before, how do we know our minds can overcome so many obstacles? Are we mentally capable of creating an experiential approach to brands online? That thought crosses my mind, and the minds of my staff, many times a day. Every day, in fact.

When it comes to creating interactive experiences through advertising or through Web site experiences, there seems to be a lot of potential for success. Yet our ability to succeed is dependent on an ever-evolving factor: the user.

"User" is still a new concept for brand marketers, at least in the online sense. The fact people use a product was the only thing that mattered in the old world of marketing. Now, online allows the idea of using a brand or product to take on a whole new meaning.

This is where we start to fall down. Not only are users a factor, but the people who approve experiential Web sites (clients, you know who you are) have to leap over a few old hurdles in their rationalization process."   continued ...   (Via Clickz)


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