What is Interactive Marketing [101]

Trigger-based, event-based marketing, word-of-mouth marketing…What do these all have in common? They all rely on the actions that are started by individual consumers. And they are all are forms of interactive marketing, an approach being adopted by more and more organizations as they seek to communicate according to the individual preferences and communication methods of their customers.

The marketing practice isn’t brand new, but it’s popping in marketing conversations across the web. Today “the written word and visuals aren’t going anywhere.” Static content will start to be replaced by more interactive and immersive experiences (if it hasn’t already) These “living” content experiences will encourage consumers to take action and spend significant time engaging with the brand.” (Mashable, 10 Content Marketing Game Changers).

Business leaders not only don’t have time to do it all, but they also know that consumers are increasingly becoming selective about what they pay attention to. In walks interactive marketing as a tool that connects the dots. Two fundamental features that set the approach apart:

1. The ability to address the individual customer
2. The ability to collect and store the customer’s response (data)

What makes interactive marketing effective is that it’s a tool which creates good communication from the top down. Marketers use communication-based rather than the traditional transaction-based approach, and this introduces a framework that packs common sense, efficient thinking, and customer preference all in one.

The result? Good, solid communication between the consumer and the marketer.

What are some examples of some interactive marketing tools? Some of the most popular include:

– Quizzes
– Assessments
– Calculators
– Branching Content
– Games
– Interactive Videos

If your marketing strategy doesn’t yet include or maximize its use of these tools or you simply need some help sorting through the options, (who has time to do all that anyway?) we can help! Click to tell us about you and how we can help.