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Interactive Marketing Guide

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The relationship between companies and customers continues to evolve. Many of today’s consumers expect companies to be approachable and responsive, and customers tend to favor companies that understand and engage with them. Interactive marketing can help create and facilitate your company’s two-way relationship with your customers. In this article, Cinema 8 discusses what interactive marketing is, the different types and methods of interactive marketing, and the benefits and examples of interactive marketing.

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What is interactive marketing?

Interactive marketing is a customer-centric marketing strategy that relies on customer action to elicit a response from the business. Companies determine responses based on customer data, preferences, and habits. Also called trigger-based, event-based, or event-driven marketing, the purpose of this type of marketing is to create engaging interactions between a business and an individual customer.

Successful interactive marketing requires extensive data analysis to better understand and predict customer behaviors. The goal of interactive marketing is to follow customers rather than direct them. For example, one of the most common forms of interactive marketing is the question “Do you want fries with that?” when someone orders a cheeseburger. Restaurant employees often ask this because consumers often want and order fries with their burgers, but may not ask the same question if a customer orders a salad.


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Types of interactive marketing

Here are some types of interactive marketing:

·         Interactive storytelling

Interactive storytelling helps create engaging content. Consider using short video clips to break up long blocks of text on blogs or landing pages. Incorporate interactive elements, such as infographics, to communicate with the public.

·         Bidirectional interaction

Two-way interaction invites customers to engage with the company. The goal of this type of interactive marketing is to create an experience for customers. Some examples of two-way interaction tools are games, calculators, quizzes, and interactive video.

·         Information by layers

Layered information helps educate customers. This method slowly delivers short sections of detailed content to clients. It is important that this content is easy to read and attractive to attract customers to read more.

·         Personalized content

Personalized content helps you provide an individualized experience for your customer. It requires knowing as much as possible about the customer through advanced technology. By using data about your customers, such as demographics and geography, you can create more tailored content that they are more likely to engage with and share.

Interactive marketing tactics

Here are some types of tactics to consider when developing an interactive marketing strategy:

·         Questionnaires

Contests often lure customers in with the promise of having fun and teaching them something new about themselves. Contests also provide the added benefit of inherent virility. Many people love to share their results, showcasing their business to a new audience without any additional work from you.

·         Search marketing and targeted ads

Search engine marketing (SEM) is a powerful interactive marketing tool. SEM best practices are related to optimizing your existing website to help it perform better in search engines and appear higher in search results. SEM also includes paid advertising strategies.

Targeted ads allow you to ensure that a specific audience sees your ads. You can also use display ad strategies to show ads to people who have viewed certain products to entice them to view or purchase your product. Many customers are more likely to buy the products they find through advertising relevant to their needs.

·         Surveys

Surveys encourage customer engagement and engage users with the promise of instant feedback. Many people take surveys to see other people’s answers and how they align with their answer or opinion. Surveys can help strengthen the relationship with your audience by allowing them to share their opinion on company decisions. For example, if you have a pizzeria, consider using polls to get customers to vote on what they want next month’s pizza specialty to be.

·         Calculators

Calculator’s help customers better understand the potential benefits your product or service could provide them. Calculators benefit your business as a way to assess the quality of your leads. Clients benefit from using the calculators because they receive estimates on the cost of choosing your company, and you help them in their research process. For example, a real estate agent may offer a calculator tool to help clients assess their price range for a home, determining the best range of monthly mortgage payments based on their finances.

·         Interactive videos

Interactive videos allow users to determine their own viewing experience. These videos engage customers and keep them engaged as they watch by offering occasional questions or prompts during the video. Each user has a unique experience based on their choices, and these videos offer a viable alternative to traditional contests.

·         Email campaigns

Email marketing campaigns are an effective and often cost-effective way to engage with your audience. Emails can help you promote your existing interactive content, such as linking to a new quiz or calculation tool on your website. However, your email content itself can also be new interactive content. For example, a donut shop might send a promotional email with a clickable picture of a box of donuts that reveals a discount code for the reader’s next purchase.

·         Hashtag in social networks

Social networks are part of many interactive marketing strategies. Using a hash tag allows you to establish the purpose of your strategy. This helps users easily understand what you’re trying to accomplish, join the conversation, and increase the visibility of your campaign. It also creates a central place to see everyone who has used your hash tag.

·         Contests

Social media contests, sweepstakes, and photo contests are effective methods of interactive marketing. Customers often enjoy these methods for the chance to win. Many contests are now integrated with other marketing tactics, such as using a hash tag on social media or running a contest to enter. Contests also often have an element of virility and users may share them, especially if there is a chance of receiving more entries for sharing the contest.

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