A Definition of Interactive Marketing
Interactive marketing is a one-to-one marketing practice that centers on individual customer and prospects’ actions. Interactive marketing involves marketing initiatives that are triggered by customers’ behaviors and preferences; for this reason, it is a major shift from traditional campaign-based marketing efforts. A customer-centric strategy, interactive marketing involves reacting to customer actions and striving to meet their expectations and demands.
In order for marketers to pull off successful interactive marketing efforts, they must have access to advanced technology that delivers complete, 360-degree views of customers.
Types of Interactive Marketing
Interactive marketing includes many types of initiatives. Marketers may interact with customers via dynamic content such as visual storytelling, personalized content, layered information, and two-way interaction. No matter which type of interactive marketing initiative you implement, the goal is to make content engaging and relevant for customers.
Challenges of Interactive Marketing
One of the hurdles marketers must overcome when utilizing interactive marketing is a lack of access to all customer data. Without individualized customer intelligence from all sources, marketers cannot gain a complete view of customers. In fact, interactive marketing is an incredibly difficult undertaking for organizations that have disparate customer data; data in warehouses, CRM systems, contact center applications, data lakes, and online and social activities remains siloed, and organizations struggle to know customers on an individual level, when they do not have a customer experience platform that aggregates data from every available source.
Other challenges of interactive marketing include grabbing the audience’s attention because of all of the content available today, converting viewers to leads, making marketing efforts more customer centric, increasing the reach of your content, and achieving marketing automation.
Benefits of Interactive Marketing
There are substantial advantages to using interactive marketing, especially now that consumers expect companies to exceed their expectations. With interactive marketing, organizations increase their chances of meeting customer needs because they already show an interest in the product and marketers have the ability to respond to their actions. Interactive marketing reduces risk and increases sales because it is rooted in customer behaviors and desires. The personalization associated with interactive marketing results in more conversions and higher revenue. Overall, interactive marketing can boost sales, enhances customer satisfaction, lowers marketing costs, and opens the door to automated marketing.
Interactive Marketing Information
For more information about interactive marketing, visit our blog. For your convenience, we have linked to three of our most recent interactive marketing posts below:
NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected experiences. Our Next Generation Customer Data Platform, Lily™, puts people at the center of every business via Lily’s Customer DNA, which continuously learns from behavior to deliver compelling experiences for companies, such as Belfius Bank, Innogy and Telenet. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific.Learn More...