What is interactive marketing?


As most business owners know, marketing your brand is essential for any business associated with buying and selling a product. Traditional marketing focuses on static advertisements, like billboards, posters, magazine ads, and rely on the small possibility of a customer seeking out the product on their own. There are certainly circumstances to use these traditional marketing efforts, but unfortunately, these advertisements are often overlooked and make a minimal impressionable impact on potential consumers.

Rather than leading customers in a certain direction with traditional advertisements, interactive marketing is guided by the opinions and feedback from customers. Interactive marketing creates a two way dialogue between business and customer, and allows businesses to understand the wants and needs of their potential buyers straight from the customers themselves. Marketing-Schools explains, “Any time a customer is invited to provide feedback, express their personal preferences, or offer up demographic information, they are providing information that marketers can use to guide their advertising efforts.” The types of interactive marketing are built with the intention of gathering people’s opinions.

Interactive marketing, in its truest definition, is a marketing practice that revolves around a customer or prospects’ actions. The initiatives created by this type of marketing are triggered by a customer’s behaviors and preferences.

Types of Interactive Marketing:

  • Visual storytelling – animations, infographics, multimedia, and branching narratives all allow customers to actively participate
  • Interactive videos – customers are able to click on elements in a video and gives them the chance to choose what they want to learn about
  • Data storytelling – infographics are a more eye-catching way to portray data for customers and makes it easier for customers to understand
  • Two-way interaction – quizzes, contests, polls, calculators, branching content, and games all drive customers preferences

Instead of developing products that brands assume their customers would buy, interactive marketing helps build opportunities for customers to help a brand evolve and produce products geared towards the desires of the customers. We all know people love to give out their thoughts and opinions, interactive marketing provides a gateway for businesses to gain that feedback and use it to their advantage.

  • 79% of marketers agree that interactive content enhances retention of brand messaging when combined with traditional marketing tactics
  • 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision of theirs in the last month
  • 93% of marketers believe that interactive content is more effective at educating the buyer compared to static content. It also generates 4-5x more page views and 2x more conversions.
  • 79% of marketers agreed that interactive content can have reusable value, increasing the number of repeat visitors and multiple exposures

The information you collect through forms of interactive marketing will help you better understand your consumers, and will help you create better content to draw in more customers. The best interactive content focuses on your targeted audience’s relevant interests with fun and engaging material, which will boost your brands attractiveness to consumers. The personalization associated with interactive marketing attracts consumers to share their opinion knowing they will be heard. Interactive marketing creates a dynamic dialogue between consumer and business, and follows the influence of customers to ensure satisfaction and ultimately boost brand awareness.

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