Interactive marketing is essentially the practice of engaging more personally with the consumer through online and offline means. Interactive marketing can take many forms: Personalized ads, online contests and games, social media involvement, multimedia experiences, and promotion at in-person events. Some aspects of interactive marketing have only been made possible recently through scalable online tools that can promote consumer involvement in a wide array of promotions.
Why is it important?
Interactive marketing is important because it can allow businesses to accomplish 4 crucial objectives:
Maintain customer attention
The length of the average person’s attention span has been dropping for decades. Now it’s approximately at only 8 seconds. Now more than ever, it is imperative for marketers to create experiences can not only grab but hold their audience's’ attention for an extended period of time. Personalized interactive content can engage the viewer and allow them to spend more time with a brand or company.
Increase brand affinity
The time that customers spend with a brand through interactive content is arguably higher yield time than conventional ads. Customer are engaged and are, therefore, more likely to remember a brand and fondly remember experiences with it. Further, bringing person-to-person interaction into marketing activities (at events, online chats, social media comments, etc.) can humanize a brand and build a greater connection to the customer. This can generate brand loyalty, where customers come back to a brand time and time again.
3. Increase organic publicity
A positive brand affinity and high customer loyalty can contribute to increased word-of-mouth advertising. Interactive content has a greater probability of going viral, and generally, more interactive content can attract media attention and other organic means of promotion.
4. Learn about the customer
When content is interactive, tools like AWS, Google Analytics, or any number of analytics tools can help you understand your customer better. Online, having a good idea of what your customer wants to click on and read can provide a window into their preferences. Further, person-to-person interaction at events can provide the first-hand customer feedback that is necessary for product iteration, brand improvement, and company growth.
93% of marketers agreed that interactive content plays an effective role in educating its buyers. For some companies, interactive on and offline promotions could provide the competitive edge that is necessary to stand out in a crowded advertising landscape.