Much credit should be given to the web for the gateway it has opened for the PR and Advertising market.
For example, the article Chrysler makes interactive the cornerstone of its strategy by Oser and Halliday discussed the ways that Chrysler like most companies advertised to their by using the Internet to provide feedback from their valued purchasers/customers to the public. Strategies like this are what keep companies in the forefront because it presents the public with a genuine feeling and honest experience, not any gimmicks. The public are able to see satisfied customers sharing their experiences with Chrysler with them.
Advertising will continue to remain successful as long as the bridge is open to the public, therefore their must be a continuous trend of interactivity with the development of advertisements which is the secret ingredient that keeps advertising alive.
To give examples on how beneficial interactivity on the web can be, let’s take a look at Conceptualizing and Measuring the Perceived Interactivity of Websites by Gou Wu who discussed the interactivity of the websites by its site visitors and defined the interaction as a psychological state.
The author breaks the interactivity into three dimensions of where a scale was to measure the users perceived control over the web, their perceived responsiveness and their personalization of whatever the site they are on.
Sometime ago I would’ve stated that the public relations and advertising connection from artist to fan would’ve been a fad, but I surely think that will become a trend just because of the lack of representation in the public relations department and advertising departments of the record companies. The only way it will become a fad is if the artist or record company’s budget runs low to where they cannot do any promotion.
In an interview with Trent Reznor in an issue of WIRED Magazine, Reznor stated how he began a project where he created a game based off of his album called “Year Zero” which is NIN (Nine Inch Nails) fifth studio album and whether he knows it or not, but created a interactive field with this campaign. It was a new way to not only advertise his album, but to use the internet and every digital aspect for what it’s worth. Reznor’s idea was revolutionary because he stepped into a different world where he was able to connect with his fan base through the web and reach the fans who are heavy internet users or gamers on a new platform.
This was a way of creating an existing connection between fans and their music. These action’s were set in motion for an artistic side to be valued and illustrated, since the usual selling methods of CDs, commercials and word of mouth is simply old and worn out. I think many artists will continue to use this new trend/fad in the advertising/public relations?
THAT IS THE NEXT BIG THING. I think it offers more credibility to any product that is trying to be pushed.