That’s the dilemma that Forbes blogger Lisa Arthur tackled today in her marketing column, proposing that consumers want more interaction rather than less and they want it on the way they like it.

The stance is in opposition to the one taken by two Harvard Business Review guest bloggers, Matt Dixon and Lara Ponomareff, earlier this summer. In “Why Your Customers Don’t Want to Talk to You,” they cited their own research that found that companies overestimate how much customers want to interact with them.

But, Arthur writes, “Now, more than ever before, consumers need different types of interactions at different times. Plus, they’re expecting quality interactions, communication that’s designed around their specific preferences and buying behaviors… Done right, conversational campaigns can be an important element of your overall marketing strategy.”