Interactive Manifesto

Randall Rothenberg from the Interactive Advertising Bureau wrote a pretty interesting piece about the winning principles of interactive marketing and its current hurdles. 

I don’t agree necessarily with everything he wrote but he has some interesting arguments, like:

• While the principles of direct marketing are critical for good interactive work, most direct marketers ignore the aesthetics of communication which provides true long term value to a brand.
  
• A lot of interactive marketers are only interested in optimizing the results of their programs without understanding the “why”. This limitation of knowledge curiosity hampers the growth of interactive
  
• He observes that a lot of digital agencies are named after inanimate objects or nonsense words whereas traditional agencies are named after human beings. This reflects a certain depersonalization of advertising that endangers responsible long-term marketing.
  
• Along with RG/A’s Bob Greenberg he argues for a third member of the creative team: the creative technologist.
  

 It’s worthwhile to read the whole piece.