The user experience
Media seems to overlap: there’s a post on Twitter/FriendFeed/Facebook that leads to a blog that leads to a company’s site that leads to an online store that also advertises in print, TV, and radio, etc.
Some media might be closed to immediate conversation / feedback: e-mail, snail mail, online forms, phone calls and which may or may not see print or airtime. So, while the option for communication is available, the result might be no response or at least not an immediate response. Someone on the receiving end of the e-mail, snail mail, etc. might want to give an immediate response, but some forms of communication take time.
Other media will actively pursue the conversation: online comments that are not moderated (except with spam filters), micro-blogs with live updates.
I believe that the users’ experience is what will bring the user back for more of a product / service. Customer service 101: Respond immediately to e-mails, online forms, phone calls, etc.
And I think in this busy world, it’s fairly safe to say that immediate responses are better, more gratifying. Even if the content of the response isn’t what the receiver wanted to hear, any response is better than no response.
Engagement. Newer forms of media actively pursue the conversation: online comments that are not moderated (except with spam filters), micro-blogs with live updates. It’s gratifying to feel you have been heard.
Whatever the marketing message promises, the delivery should meet that promise.