Determining how technology communicates with people falls into the broad categories of User Experience and User Interaction. (UX and UI, respectively). User Experience requires looking at myriad aspects of both the human and technology factors. See below:

Writing for the WebRachel BurnsAugust 31, 2014user experience, ux, interaction design, interaction copy, writing for the web, digital content, UI copy, UI contnet, UX content, copywriting, the content chop shop, professional writing, technical writing, website content, website copy

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Traditional marketing talks at people.

Content marketing talks with them.