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Interactive Marketing: What is it, and how does it work?

Want to learn about Interactive Marketing? Stay with us.

Regardless of the field in which they work, all companies have a common desire: to establish a rapprochement with their customers to create a buying and selling relationship. 

To achieve this, they use different techniques and practices; one of them is interactive marketing

If you want to know more about this, keep an eye on the following article because we will tell you what this type of marketing is and how it works; in addition, we will provide some examples to understand it and put it into practice. 

What is interactive marketing? 

It is the techniques and practices to create valuable relationships and experiences between companies and their target. It seeks to reduce the gap between client and company to develop interactions that lead to the sale. 

Companies that use interactive marketing manage to present their offers of goods and services personalized and when users need them, which increases the chances of buying and selling. 

One of the most effective interaction channels is the internet, allowing companies to inform users, manage their distribution channels, and make sales directly. 

On the other hand, value experiences create a strong connection with consumers, allowing companies to offer a more realistic approach to the use of products and services provided and establish a stronger relationship with customers, which leads to greater chances of making a sale.  

How does interactive marketing work? 

Interactive marketing works bidirectionally since communication occurs on both sides (client – ​​company). In this way, the client manages to express his needs so that the company can offer the most appropriate value propositions for them. 

To develop an interactive marketing strategy, it is necessary to create a plan that begins with defining the objectives to be achieved. Once these have been described, the search for the most suitable interaction resource for this strategy can begin. 

Some of the most used objectives and resources in Interactive Marketing are the following: 

Objective: Data capture

The most suitable interactive marketing practice for this goal is data intelligence. In this case, the company can use data mining, surveys, landing pages, and quizzes, which effectively collect information such as age, education, and location.

Objective: Lead nurturing

There are various resources to achieve this goal. However, one of the most used is interactive infographics, an excellent learning tool and a fun activity for the consumer. 

Objective: Consumer Loyalty

To achieve consumer loyalty, it is necessary to understand that it is necessary to continue cultivating the relationship with the customer after the sale is made. A tool called interactive after-sales service can be used as a questionnaire about the service or product offered. 

Interactive Marketing Examples

Here are some examples of interactive marketing:

QR codes in public places

QR codes are a very simple and effective method to generate interaction between the client and the brand. You can put these in various places, be they bags, establishments, cars, merchandising, etc. In this way, you invite the customer to interact with the brand in exchange for some incentive and later buy a product.

Virtual reality

Using a virtual reality device is excellent for the user to interact with a brand experience, be it a game, an activity related to the use of a product, etc. 

Holding a virtual event

Today there are many platform options for the development of virtual events, which are an ideal option to provide entertainment or education to a group of target audiences, who will be able to live an unforgettable brand experience, which also generates added value. 

As you can see, interactive marketing is a very efficient way to enhance consumer engagement and improve the customer-brand relationship, which translates into more sales. In addition, creating loyal relationships based on two-way interactions helps customers increase their trust in the brand and get to know and appreciate it, so they want to buy its products and recommend them. 

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