New forms of marketing seem to be at the top of the priority list every few months. While trends such as influencers and experiential marketing are important and effective, they are arguably the most valuable way to get involved in your customers’ actions.
And for that, you need to prioritize your interactive marketing strategy.
As a customer-centric strategy, interactive marketing (sometimes event-based or trigger-based marketing) involves responding to the customer’s behavior or actions and working to meet their expectations.
As interactive marketing is driven by the technology at your disposal, it opens up new ways for your brand to interact with customers. And with customers expecting seamless travel and interactivity for digital channels, interactive marketing has become crucial.
Someone visits the website looking for more information about the software.
The person finds educational content related to what the company does and enters an email address to download a white paper or case study for more information.
The SaaS Company will send emails to the person asking them to set up a meeting and see a salesperson.
Behind this journey is an interactive marketing network: the platforms, content, and emails already built to engage customers and take them to the next stage of their engagement.
While everyone says that being proactive is better than being reactive, in this case, it’s better to be both: the interactive becomes a cycle of reaction – and therefore anticipation – to the customer’s actions.
Add value to your brand through interaction
Regardless of what industry you operate in, you can use interactive marketing initiatives to bring consistency to your marketing. See how.
1. Involve all departments in your strategy
Each division is influenced by an interactive marketing approach. From sales to service and operations, everyone can benefit from a better understanding of their customers’ needs, even if their customers are their peers.
Let’s say you’re a well-known real estate brand that wants to attract real estate agents into your business. This is a B2B piece – you need to show the co-owners that you offer services and a brand that will benefit your customers.
You can perform various interactive functions to interact with your potential partners: a downloadable white paper can outline your existing technology stack in exchange for an email address without an email address, while a survey can enable your Visitors to rate the success of their existing affiliates compare with them. Company.
2. Don’t confuse interactive marketing with the technology department
A common misconception is that interactive marketing is essentially the same as IT and that if you hire a talented technical person, that person will automatically take on an interactive marketing role.
But interaction requires a different skill than IT technology knowledge. Yes, the interactive marketer needs to have some knowledge of how the IT infrastructure supports marketing initiatives, but first, they need to keep the customer experience in mind.
While an IT specialist can build a server infrastructure to support your website, it is the interactive marketer who determines how the website is structured and how the website experience should work for the customer.
Bring together IT and interactive marketing talent and you can use the technology at your fingertips to create a smooth, immersive user experience.
3. Get passionate about goal-setting and measuring
Interactive shares many goals with more traditional marketing initiatives. And, as with previous marketing approaches, you’ll be shooting a target in the dark if you don’t set interactive goals and monitor your progress.
Choose the metrics that fit your plan. For example, think about your website.
- Is your goal to generate leads? You might want to track conversions.
- Do you want to create a high-quality content portfolio that increases engagement? Measure users’ time on the page and social media.
The results will tell you if you are making progress. Whatever your goal, regardless of the criteria, creating a feedback loop will help you improve and grow.
With interactive marketing, it’s helpful to remember that with consistent measurement, you can quickly capture the rate, even if you’re a quarter behind. Use your customers’ goals and insights to make real-time changes and take a quarter of the losses to achieve the next.
Forget about getting stuck on a single fashion channel. Master the art of interactive marketing and connect with the customer on the platforms they move.