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What Is Interactive Marketing?
A common question that people ask is: what is interactive marketing? Interactive marketing is a customer-focused strategy with the goal of responding to a consumer’s actions and meeting their expectations. As technology keeps getting better, marketers have a great chance to connect with their customers in new and exciting ways.
Customers have excess resources at their fingertips, and marketers can utilize that information to exceed their expectations. The interactive marketing process can involve a number of steps that are always driven towards the consumer. As the name implies, interactivity is the key to customer success.
Characteristics of interactive marketing depend on the strategy the marketer uses. For example, one potential example of interactive marketing could include engagement with a website. To elaborate even further, the start of interactive marketing begins with a click.
The customer visits a website pertaining to the company. They continue to interact with the site and send in their contact information. Finally, the process is completed when the company sends out an email to the consumer to schedule an appointment with a consultant.
But interactive marketing goes far beyond the moment a customer decides to meet with a consultant. In reality, there are many elements that lead up to the moment a customer decides to engage with the company. There are social media posts, blogs, and SEO optimization that all contribute to the moment a customer decides to make the click.
Technology advances every single day, and customers will engage with it as it continues to evolve. With the internet and interactive marketing, it’s important to find a perfect balance between direct advertising and personalization. Customers should feel like your content was made for them.
Essentially, interactive marketing prepares marketers for the unexpected. It’s predicting how customers will interact with your content and what to do when they choose to move forward with your company. Using unorthodox marketing strategies via polls, quizzes, or videos, you capture the attention of consumers in a fresh, engaging way.
Interactive Marketing Examples
So, what is interactive marketing exactly, and what is interactive marketing example? There are several examples of interactive marketing that go far beyond clicking on a website. The purpose of interactive marketing is to make your content as engaging and unique as possible. Thus, the possibilities are endless. In a world full of new, exciting technologies, interactive marketing works in tandem with these resources. With that in mind, it could be helpful to review some interactive marketing campaign examples to better visualize how interactive marketing works.
The most important thing to remember is that interactive marketing should be a conversation, not a business transaction. The example of interactive marketing that you find most valuable will depend upon your personal needs. Some interactive marketing examples include:
Interactive Storytelling: This marketing strategy encourages marketers to embrace creative freedom. As a result, the content becomes more inviting and fun for the customer to interact with. This could look like animated infographics or content that tells a story. In general, stories feel more personal, making the customer more likely to engage with the content.
Personalized Content: This is an interactive marketing campaign example that focuses on what the company knows about the customer. It’s impossible to understand the demands and expectations of a consumer if you don’t know anything about them. Thus, personalized content relies on analytical data that specifically targets your customers.
Layering Information: Too much information can be overwhelming for customers, especially when they’re first beginning to learn about your company. Thus, marketers will break down certain details into understandable resources such as infographics. This expands into more content that engages your customers even further.
Two-Way Interaction: The fun part about interactive marketing is that it opens up opportunities to communicate with customers. This example refers to content that forces you to engage in a conversation with your consumers. These could look like polls, videos, or contests.
Interactive Marketing Campaigns
To best be able to answer the question, “what is interactive marketing?”, it could be helpful to understand why interactive marketing is so crucial in the first place. Interactive marketing campaigns should be customer-focused and data-reliant. Using analytics and prediction, target your audience by creating content that feels personalized to their interests. Your company won’t appeal to every consumer. The key is to engage with the customers that value your products and services.
Once you’ve identified your target audience and brainstormed a method to capture their attention, it’s important to keep those customers engaged. This can be done using interactive strategies such as a welcome message when a customer visits your website. If a customer hasn’t engaged with your company for some time, an automatic message may be sent to them.
With that said, interactive marketing should always be personalized. A key characteristic of an interactive marketing company is its ability to make a customer feel valued for their business. This could be something as simple as referring to them by name in messages or emails. Engaging with customers interacting with your content gives them a fun and positive experience.
If you can include incentives with your interactive marketing campaigns, it may encourage customers to continue working with your company. Take advantage of modern technology to fully enable your customers to engage with your content. This can look like chatbots, infographics, or even virtual reality.
Types of Interactive Marketing
There are several types of interactive marketing techniques that can be utilized every day. Marketers always try to get customers engaged with their content and stay as involved as possible. Interactive marketing can reach across a wide range of resources, whether that includes email, social media, or blogs. With that said, it could be helpful to understand the answer to this question: what are internal and interactive marketing? To put it simply, internal marketing entails what happens behind the scenes, what the customer cannot see. Interactive marketing, on the other hand, works to engage customers and create interest in what a company has to offer.
Commonly used interactive media marketing strategies include:
Quizzes: If you structure them correctly, quizzes can be a lot of fun. Customers can like the poll and share it with others, expanding your company to more potential consumers. For example, you can have customers take a quiz before interacting with your products, giving them a completely personalized experience.
Interactive Videos: Interactive videos are a perfect example of technology working in a marketer’s favor. The point of a video is to make a call to action. The more that the customer interacts with the video, the more they engage with your company.
Polls: Polls are much less time consuming than quizzes or contests, allowing for quick and easy customer engagement. Many people are curious about how their opinion compares to others. Providing a poll lets them interact with your content and see that other people think.
Emails: Email marketing is a prevalent practice that’s continually used today. However, to fully utilize email marketing to its full potential, it’s important to make it as personalized as possible. Many customers receive enough junk mail from other companies as it is, so there’s a risk of the emails falling through the cracks.
Contests: Contests are one of the oldest forms of interactive marketing, and they continue to be very effective. That being said, many of the previously mentioned forms of interactive marketing coincide with contests, making the entire process an efficiently analyzed strategy.
Importance of Interactive Marketing
Simply put, traditional forms of online and digital marketing are no longer effective. Personalization and appreciation of customers goes far beyond stating their name on a sheet of paper. Customers are more likely to work with a business if they feel that their contribution will support its growth. In other words, they want to get what they pay for. This fact helps illustrate the importance of interactive marketing.
For one thing, interactive marketing relies on marketing analytics. In fact, without detailed, heavy data, the entire campaign process would crumble. Modern marketing tools allow companies to easily view customer demands, feedback, and trends. From there, marketers develop a personalized marketing campaign that targets their customers’ interests.
Interactive marketing communication is another huge difference between traditional digital marketing and interactive marketing. Instead of making a piece of content and leaving it online for customers to view, interactive marketing emphasizes the consumer element of that experience. This allows marketers to communicate directly with their audience.
At the end of the day, interactive marketing is not just advantageous for marketers. Customers benefit greatly from this ability to personalize or tailor your content to their specific interests. The more they delve through various layers of content, the more they engage with your company. Thus, interactive marketing makes the process consumer-focused and engaging. Here are some interactive marketing advantages and disadvantages you may find interesting.
Benefits of Interactive Marketing
There are some key interactive marketing advantages of which it helps to be aware. Understanding the benefits and challenges of interactive marketing can guide you in devising a marketing strategy that makes sense for your business. In general, interactive marketing promotes customer satisfaction and engagement. An interactive marketing campaign is directly proportional to the behaviors and interests of customers. When customers interact with polls, contests, and quizzes, they give you data that helps you fully optimize your marketing strategy.
Plus, developing technology has given interactive marketing even greater advantages. Focus has shifted away from simply persuading customers to use your product to making it a personalized experience. Essentially, customers feel more valued when their input is taken into consideration.
Thus, increased data and marketing analytics make the marketing process more direct and efficient. With traditional digital marketing, ads typically start in one place and trickle down over time. However, customers rarely feel valued by this style of marketing. With modern marketing, the consumer always has to be the primary focus of the campaign.
Overall, interactive marketing improves your company’s content. With increased data, layered information, and interactive storytelling, your company becomes more than a brand. The benefits of interactive marketing show up in your customers’ loyalty and their engagement with your products.
Advantages and Disadvantages of Interactive Marketing
Like most marketing campaigns, there are both advantages and disadvantages of interactive marketing. Acknowledging even the disadvantages of interactive marketing can potentially help you avoid some common problems that marketers may face. There are certainly just as many advantages as there are disadvantages, but it’s important to be prepared for potential challenges. It’s a good idea to try several different options and observe your marketing analytics to find out what works and what needs improvement. Below you can find some of the many advantages of interactive marketing, as well as some disadvantages of interactive media.
Overall, interactive marketing decreases the risks that often come with marketing campaigns. In turn, this improves lead generation. Essentially, sales increase as the campaign adjusts according to consumer needs. This exceeds customer expectations and helps marketers predict their next course of action.
In general, the personalization of interactive marketing has a lot of advantages. It automatically makes campaigns more ROI and conversion-focused. Plus, it leads to an overall increase in customer satisfaction. In summary, interactive marketing decreases marketing fees, channels automated campaigns, and increases sales.
While personalization can be one of interactive marketing’s most advantageous assets, it can also contribute to a lot of challenges. Essentially, customer data is required for any interactive marketing campaign, but some companies fail to have immediate access to those tools. Thus, companies face a significant challenge in fulfilling a comprehensive overview of their customers’ needs.