There was a white paper or a blog post circulating around the interweb recently that explained the reality that digital advertising and interactive advertising are not necessarily the same thing. Digital advertising like banners and flash microsites, in some cases are no more interactive than newsprint ads, and interactive marketing doesn’t necessarily have to take place on a computer or a mobile device to be considered interactive. If anybody out there knows the specific article I am referring to, please post a link in the comments below, since I can’t seem to find it. The infographic below (courtesy of davidarmano.com) shows a spectrum of engagement, with traditional (broadcast, print, radio) on the low end, tradigital (banners, microsites, search) in the middle, and social engagement (blogs, networks, communities) on the high end. I love the term “tradigital”, which aptly describes so much of what is getting produced in the digital advertising world these days.
Social Engagement Infographic from David // Armano