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What Is Interactive Marketing? Types, Definitions, Best Practices

Interactive marketing is an indispensable part of modern communication with potential customers. The right strategy can help organizations achieve their business goals and encourage the target group to communicate and interact. So, what is interactive marketing and why is it important? Read our article to discover types, examples, and benefits!

Interactive marketing – what is it?

What is interactive marketing? It’s a type of marketing that focuses on creating interactive experiences between the brand and the customer. The goal is to create a dialogue between the company and the customer, rather than simply transmitting a message. 

It allows customers to get involved with the brand and the product. Furthermore, it also encourages them to give feedback and create two-way communication. 

Types

There are several types of interactive marketing, each of which has its own features and goals:

  • Social media activity – it’s one of the most popular and effective type. It allows companies to connect with their target audience and create a community of customers and followers. It can take many forms, such as creating and sharing content, running social media ads, and holding contests or giveaways. 
  • Email marketing – it allows companies to stay in touch with their customers and build long-term relationships. This type includes activities such as encouraging people to sign up for newsletters or sending out promotional messages.
  • Personalized content – this type of interactive marketing involves creating content that is tailored to the needs and interests of specific customers. It helps to build relationships with users and increase their loyalty.
  • Surveys – they’re a great way to collect customer feedback and learn about the needs and expectations of potential buyers.

Examples & best practices

Now that we’ve answered the main question, it’s time to give some practical examples of how to run campaigns and increase their effectiveness:

  • Learn about your customers and segment them to create personalized content that will resonate with your target audience. To better understand your target audience, you can benefit from AI tools like emotion recognition software.
  • Incentivize your content and interactions. People are more likely to engage with your texts or messages if there’s something in it for them. That’s why it’s worth offering discounts, coupons, or freebies.
  • Use different channels such as social media, email, or your website to increase your reach.
  • Leverage technology to make your interactive marketing campaign more effective. Use AI to create personalized content, implement chatbots to refine customer support, or create interactive videos to catch the eye of users. There are plenty of options to choose from.
  • Test and measure the results of your campaign. This will help you understand what’s working and what needs to be improved.

Why is it important?

Interactive marketing is a powerful tool that allows organizations to engage with their customers in a more personal way. This gives an opportunity for collecting valuable feedback and discovering trends, or preferences among the target audience. 

Consequently, interactive marketing can be a helpful tool in growing sales and boosting brand awareness.

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Informations about
the Author

Stefano Bargagni

Internet serial entrepreneur with a background in computer science (hardware and software), Stefano codified the e-commerce platform and founded the online retailer CHL Spa in early 1993, one year before Amazon. He is the Founder and CEO of MorphCast.