Within this context businesses are understandably scrambling to adjust and adapt. From marketing to public relations, customer service to research and development, the brand-consumer relationship has never been closer - and will get even closer still.  Talk to anyone in the industry and the consensus is there - almost all businesses have to adapt to Web 2.0.  Businesses need to have a positive presence within this online social environment because they will be discussed whether they're there or not - and people increasingly expect the key brands in their life to engage with them via social media when desired.  Just as consumers expect to see their favourite FMCG (fast-moving consumable goods) brands in the supermarket, so they increasingly expect to see and interact with the brands in their lives via social media.

However, sight must also not be lost of the seemingly contradictory state of affairs we are in, demonstrated by the fact that as people's time online has increased, so too has their time watching television, according to AGB Nielsen Media Research.  This indicates that although people are spending more time online, and in more interactive activity, they are also spending more time passively viewing the (mostly) non-interactive media that is television.  This demonstrates a basic human truth that must not be overlooked in the rush to brand-consumer interactivity, which is that people also need passive "downtime", time when they are not being called on to click, rate, comment or forward.  Psychological studies have shown that a key component of decision-related stress is not just factors such as the importance or risk involved with their decision-making, but also the simple quantity of decisions that need to be made.  It has also been proven that the more options a person has to choose from, the less satisfied they will be with their final selection.  Hence an interactive online session, even if only a leisure-based one, will often be more tiring than an equally long session on the couch watching a similarly themed television programme.

People don't always want to make decisions. The aforementioned increase in television viewing could well be seen as a natural byproduct of increased online interactivity - the more time we spend online, making micro-decisions every time we click, then the more time we need to relax and "veg out". I can't say I overheard anyone at the campground where I spent the last fortnight saying they were missing the clutter and information overload of their normal workaday lives.  And judging from the cars and boats on display my fellow campers weren't camping for financial reasons, but for a need to simplify their lives for a few weeks - simplification being a universal desire for most people in the Western world.

What this point means is that business people cannot afford to lose sight of the fact that people do not always want the full interactive experience; they do not always want to share their experiences; they do not always want to rate the product or share it via DIGG, Reddit, Stumbleupon or others; nor "become a fan" or follow the tweets. Many do, of course, and the options should be there should they wish to do so - but recognition must be given to those who seek less interactivity in their lives, not more.  This means that 0800 customer lines need not necessarily be closed in exchange for online forums; television advertising swapped for "augmented reality" or similar high-tech brand experiences; or paper newsletters replaced with online.  There is much still to be said for a paper newsletter, a compelling 30-second television commercial, a real person answering the phone and a well-written product manual.

Consider the following: most readers will still have some Christmas cards floating around the home or office, but can the same still be said of the e-cards received? Digital photos can be viewed on the big screen, but digital photo printing is big business; while home theatres have never been better, cinema attendance is rising; and now that music is on tap and cheaper than ever, live concert attendance is also up. All this demonstrates that just as consumers are spending more time online, they have yet to lose their need for physical simplicity in their lives.

Companies have to ensure that as they move to become more digitally integrated in their customers' lives, they don't lose track of the simple things in life.