As the richness and complexity of technology pervades our lives, a new factor in marketing effectiveness is emerging.

Once, consumers were the passive recipients of marketing messages delivered through channels such as print, radio, television, and product packaging. The marketer was competing for the consumer's attention. In many cases, the consumer wasn't expected to take action or even to think -- the message was simply intended to leave an impression.

Today, though, consumers interact with marketing messages -- most often through a company's web site. Instead of being a passive recipient, the consumer is now an active user, often with a specific goal. A system that fails to meet these users' needs will send them to a competitor, often right at the time a purchase decision is being made.

Also, as product lines extend in breadth and complexity, customers are faced with cognitive tasks rather than simple selection. "I used to buy product X," thinks the consumer at the point of sale, "and now there are three different varieties of X. Which is the one I'm used to? What do these new features mean? Which do I really need?" A confused consumer may well turn to another product that gives him confidence in his buying decision.

It's no longer enough for the message to be attractive or memorable. Now, it must be usable. Interfacile refers to this emerging field, at the intersection of marketing and usability, as marketility.