Creating Interactive Books: Not a Technology Challenge, It’s An Experience Challenge
Posted: May 27, 2010 | John Fildes
Interactive components and digital media continue to morph and adapt as new technologies and technology platforms continue to flood the market. Penguin’s approach to publishing interactive books provides continued validation to the hundreds of other innovations that surface daily.
Additionally, approach, implementation, and new channel integration challenges continue to expand and as a result, many new specialty agencies have been created and existing agencies are quickly moving to expand their product and services offerings to take advantage of these new opportunities. Each is going to market on a promise that they are different from their competitors which leaves marketers scratching their heads about what resources are required to solve each unique business challenge they embark on.
Although it seems complex to identify and choose an appropriate partner, it is actually quite simple if viewed from a big picture perspective.
Because at the core this is about more than the Internet, more than interactive media, and more than emerging technology platforms. At the core of successful marketing is the holistic customer experience. Marketers can feel confident that along with all of the quickly developing technologies, trends, and platforms, the customer experience remains core to the overarching Internet, interactive, digital and traditional marketing strategy.
The actual challenge for marketers remains the same. Marketers must first plan for how these new opportunities fit into the existing customer experience then identify resources that are best fit to holistically integrate and manage the solutions that provide the greatest benefit to the business – not from a technical standpoint, but from an experience standpoint. The technical challenges will then be a result of the strategic integration work, or one thread of the larger experience project. This of course is a best case scenario for marketers, because it puts the critical aspects of delivering success in the hands of the experience planners, which is of course where it should be.
By strategically planning and weighing the benefits and feasibility of embarking on uncharted ground and new technologies and working with best of breed experience experts, marketers will continue to position themselves and their businesses for the greatest levels of success and growth opportunities.
Read the Article | Browse More Articles like This One in Our Publications Section
