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Become a Master of Interactive Marketing

Interactive marketing is helping to change the way that brands and marketers are thinking about content. Interactive elements can help encourage audience participation and establish brand awareness. In fact, in one study, 93% of marketers said that they believe interactive content is more successful than static content. So how can you start incorporating interaction into your marketing plan? In this post, we will learn what this type of marketing is and how you can use it. We will also go over interactive marketing best practices that will help you to master these strategies. 

interactive advertising

What is Interactive Marketing?

Interactive marketing is a marketing practice that centers on individual customer interactions. This type of marketing involves strategies that are triggered by user preferences and behaviors. This practice is leading a shift away from traditional “campaign-based” marketing. However, to take advantage of these kinds of strategies, marketers must use a variety of technologies to gather as much information about their target audience as possible

There are 7 main elements that are crucial to successful interactive strategies, which are:

  1. Relevancy
  2. Creativity/Fun
  3. Data ownership
  4. Content design
  5. Virality
  6. Multi-channel follow-ups
  7. Quality customer interactions

Types of Interactive Marketing

There are many different kinds of interactions that marketers can use to engage with their audience. Different types of dynamic content can help to reach users at any stage of the marketing funnel. You can incorporate some or all of these kinds of content into your plan and see what works best for you.

Interactive Storytelling

There are many ways to make typical website content (like blog posts, infographics, and videos) much more interactive for users. Interactive storytelling involves using unique elements to help tell your story to your potential customers. This could mean breaking up a blog post with a video or even incorporating your brand’s story into native advertising.

Personalized Content

With advances in technology, marketers can gain more information than ever about their potential leads. Target audiences can be discovered using demographic, geographic, and lifecycle data collected through marketing efforts. This information can then be used to create personalized content that targets specific users and creates meaningful experiences for them.

interactive marketing

Layered Information

Much of website content is now geared toward educating website visitors. Brands can double up on this practice by incorporating “layered information.” This means that your brand provides information that the user needs in smaller increments. Giving information in shorter, easier-to-read segments can encourage readers to keep searching for more information. Once a user has made it clear that they want more information, you can deliver them more detailed content.

Two-Way Interaction

Lastly, there is two-way interaction. These strategies are really at the core of customer interactions, because they give potential customers an opportunity to actively participate. From quizzes and surveys to videos and games, interactive elements encourage audience participation and allow potential leads to engage with your content. This can help to establish brand awareness and create better experiences for your audience.

Interaction Marketing Examples

At this point, you may be wondering how you can successfully integrate interactive elements into your current marketing strategy. Below is a list of some of the top interactive marketing strategies that you can start using now. 

  • Contests: Contests are one of the oldest forms of interactive marketing. Whether giveaways, raffles, or even social media contests, this form of marketing can help companies successfully capture their audience’s attention.
  • Quizzes: Quizzes are one of the most enjoyable forms of this type of marketing. Not only are they fun for the participants, but businesses can even use them to help customers determine which of their products is right for them.
  • Polls/Surveys: Asking website visitors or previous customers for their feedback is an important practice that all businesses should use to improve their services. With polls and surveys, users may be more likely to provide valuable feedback on their customer experience.
  • Calculators: Calculators are another innovative strategy for incorporating customer interaction. They can be used to compare one company’s services to another or to determine if a qualified lead is the right fit for a product or service.
  • Videos: Interactive videos are now a big part of interactive advertising. Viewers can click through and choose different options to “choose their own journey.” In fact, interactive videos have been shown to significantly increase views, engagement, and conversions
  • Email: The interactive power of email marketing is still underestimated by many brands. You can set up automated emails that encourage users to engage with your content. You can even use these emails to link to other interactive content, like contests and quizzes.

Interactive Advertising Benefits

Interactive advertising can provide a number of benefits for any well-rounded marketing campaign. With this kind of marketing, companies have a much greater chance of meeting the expectations of their potential customers. Using data from potential leads that have already shown interest in your product or services, you can create better experiences for them. This, in turn, will help to increase website traffic and possibly even conversions. 

Interactive strategies also help to minimize risk and make the most of marketing budgets because they are based on individual customer behaviors and preferences. Lastly, the personal nature of interactive elements can help to increase sales, enhance customer satisfaction, and even provide the opportunity for future automated marketing efforts. 

interaction marketing

Best Practices for Interactive Marketing

Now that you know how to incorporate interactive elements into your marketing plan, it is important to learn how to use them effectively. Below is a list of some best practices to get you started with interactive elements. 

Market Segmentation

While interactive advertising can be very effective, it is important to remember that each strategy is not guaranteed to work with every audience. This is why it is important to do your audience research and segment your target audiences based on a number of different factors. Use your buyer personas to determine which content will work for each audience segment. 

Identify Triggers

Another great practice is to identify the individual triggers that will launch your interactive elements. It could be that someone clicks from your social media profile to your website or interactive elements could be triggered after a user views more than one product on your site. You could also provide interactive elements for viewers who watch your videos for more than 30 seconds. Once you determine these steps, you will be better equipped to set up your interactive plan. 

Personalized Responses

One of the most important parts of this type of marketing is taking a personalized approach. Your goal is ultimately to provide unique experiences for all of your target audiences and to show them that you understand their personal preferences and needs. Creating personal experiences can also help to add credibility to your brand’s name and foster customer loyalty. 

Incentivize Your Content

Whenever you encourage your customers to engage with your content, there should be an incentive. With contests and giveaways, the motivation is already there. However, for your website visitors to want to take your quizzes or answer your survey questions, you need to provide them with a reason. You can choose to offer something to your users for their time, like a free download, discount code, or early access to a new product launch. 

interactive marketing campaign

Use Technology

Technology is an incredibly important part of interaction marketing techniques. Marketing technologies can provide unique experiences for site users and help marketers to improve their strategies through customer data tracking. There are many different kinds of technology your brand or marketing team can leverage, like:

  • Chatbots
  • Virtual and augmented reality experiences
  • Interactive videos
  • Data visualization tools

You can use all of these technologies and more to help you find the right audience and reach them effectively. You may choose to use a variety of different strategies and see what works best for your business or brand. As technology continues to evolve, there will be even more interactive content available to offer to your audiences. 

Measure Results

As with any kind of marketing campaign, it is important that you measure your results. This can help you see which strategies are working and which are not. You can also compare your interactive strategies to your more traditional advertising campaigns to see which is performing better. All of this information will help you make informed decisions and fine-tune your overall marketing plan. 

Adding Interaction to Your Advertising Strategies

When creating your advertising campaigns, it can be difficult to find unique and innovative ways to reach potential customers. Interactive marketing can help you reach a variety of different audiences and encourage them to engage with your content. It can also be a great addition to your more traditional marketing campaigns. If you would like help further fine-tuning your advertising strategies, check out SEO Design Chicago. Our experienced team of marketing experts can help you target the right audience and increase conversions with effective digital advertising.

FAQ:

  • What is interactive marketing?
  • How does interactive marketing work?
  • What are the benefits of interactive advertising?
  • What kinds of interaction marketing strategies are there?
  • Can I use both interactive and traditional advertising?

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