Interactive Marketing

While interactive marketing has been around for over two decades, the recent boom in the interactive content industry has pushed this trend to the forefront. If we consider the basic definition of interactive marketing, it is primarily driven by consumer activity, which triggers a specific response. This is why interactive marketing is also called event-driven marketing. Marketers can set up a two-way communication pathway, thereby gaining insights into consumer requirements and behavior and reacting accordingly.

The Different Types of Interactive Marketing                                                                                       

Marketers look for specific customer actions and establish an interactive marketing strategy which anticipates and meets their requirements. Typically, interactive marketing involves:

• Storytelling: Using interactive content such as augmented reality apps, virtual reality powered kiosks at trade shows, and conversational interfaces to share the product story.
• Content personalization: Personalizing content based on specific customer-related factors; for example, when a consumer drives into a store’s radius (an event), her location (trait) as gathered from mobile is used to immediately share a coupon valid at the store.
• Layering information: Presenting large amounts of data – blogs, reports, landing pages – in bite-sized format by interpolating animation, videos, and other visual cues to increase interactivity.
• Two-way interaction: Allowing consumers to quickly gain personalized information through quizzes, games, online calculators, and more.
   

We discuss all of these interactive marketing categories in greater detail in our Comprehensive Guide to Interactive Marketing Best Practices for beginners.

Kickstarting Your Interactive Marketing Campaign

Brands across the world are using interactive marketing in new and innovative formats. From makeup brand, Sephora to media giant Netflix and lifestyle company Adidas, interactive marketing is now a staple if you’re looking to create a lasting impact on customers. Take inspiration from five success stories in interactive marketing and more.

Scroll down for more insights on the fast-evolving world of interactive marketing and learn from the world's leading marketing professionals.