Interactive marketing is a two-way approach to marketing and advertising that allows consumers to interact directly with brands. This exchange of ideas often takes place through digital marketing channels such as email, surveys, chatbots and social media. How can you embrace this new marketing style and the latest interactive content ideas?
What is Interactive Marketing?
Interactive marketing is a marketing strategy that focuses on one-to-one interaction and customer communication. It includes marketing efforts based on consumer behaviour, which distinguishes it from traditional forms of marketing.
When it comes to meeting consumer expectations, interactive marketing is one of the most customer-oriented marketing plans. For example, if you are a travel company offering tour packages, you can create an e-commerce recommendation test to make your marketing more interactive.
A product recommendation test asks customers about their preferences regarding time of year, type of destination (e.g. beach or mountains), budget, etc. This interactive tool analyses the responses and provides customers with the best possible holiday package or destination recommendation. Customers can plan a great holiday without poring over numerous articles searching for the perfect travel route. A simple interactive session can increase engagement and conversion rates for your business.
How to Define an Interactive Marketing Campaign?
The first step is to assess what type of campaign best suits your corporate identity. The clearest example of this can be seen in the gamification modules found on websites where products for children and adolescents are sold.
Secondly, you need to determine the information you want to obtain from your target audience. For newly created e-commerce businesses, it may always be necessary to determine the age, education level and location of your potential customers to get better segmentation and positioning for future campaigns and increase your conversion rate.
The most commonly used tools when implementing interactive marketing campaigns, especially in small and medium-sized businesses, are polls, surveys and landing pages. These are resources that can be personalised to get the most relevant information. You can apply them to the following:
- Websites
- Social networks
- In apps, posts or push notifications
- Sponsored transactions
Additional Advantages of Interactive Marketing
Through this marketing strategy, in addition to the benefits we have already mentioned, we can
- Increase sales
- Increase visibility on social networks and improve organic web positioning
- Increase user reviews
- Driving online traffic to physical stores
All the information collected during your interactive marketing campaigns will enable you to perfect your pricing strategies as you will better understand your target audience and their interests, with short and long-term benefits. This is important data that you can include in your pricing package to speed up and optimise the decision-making process using tools designed to grow your e-commerce business.
