In terms of consumer/brand interaction, we’ve come a long way from the early days of printed catalogs like Sears Roebuck and L.L. Bean, and broadcast marketing via TV and radio that resulted in telephone orders and in-store shopping. Modern interactivity is facilitated by the ever-evolving handheld devices that penetrate the everyday lives of the consumer. The addition of Augmented Reality (AR) and Virtual Reality (VR) within recent interactive marketing tactics are leading the way into a new era of interactivity with a heavy focus on consumer experience thanks to the Metaverse.
But how has the history and evolution of interactivity impacted the lives of the everyday consumer in terms of habits and privacy? And what can we expect in the future?
The Birth of Digital Interactivity
The Evolution of Narrowcasting