Marketing in a post-TiVo world

The spread of interactive television, when it arrives, and other forms of entertainment based on the World Wide Web will contribute to fewer people watching commercials. But TV commercials are only one (and not the most efficient) way of interacting with a target audience. Innovations in consumer in...

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Bibliographic Details
Published in:The McKinsey quarterly 2002-01, p.89
Main Author: Zeisser, Michael P
Format: Magazinearticle
Language:English
Subjects:
Audiences
Innovations
Interactive television
Market strategy
Target markets
Online Access:Get full text
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Summary:The spread of interactive television, when it arrives, and other forms of entertainment based on the World Wide Web will contribute to fewer people watching commercials. But TV commercials are only one (and not the most efficient) way of interacting with a target audience. Innovations in consumer interaction models will probably fuel most of the next phase of growth in the productivity of marketing investments for consumer goods and services. These innovations must be built around finding the right tool for the right interaction with the right customer at the right time.
ISSN:0047-5394