What Is Interactive Marketing, and How Does It Help Your Bottom Line?

New forms of marketing seem to be a top priority every few months. And while trends like influence marketing and experience are important and effective, they are arguably the most valuable currency to read and respond to.

And to do that, you need to prioritize your interactive marketing strategy.

As a customer-centric strategy, interactive marketing (sometimes based on events or triggers) involves responding to a customer’s behavior or actions and then working to meet their expectations.

For example, consider a general lead generation activity for a software-as-a-service company when a member of your target audience changes from a potential customer to a customer:

  1. Someone visits the website for more information about the software.
  2. The individual finds educational content about the company’s business and enters an email address to download a white paper or case study for more information.
  3. the SaaS company sends an email to the person who asks to schedule a call and consult with a seller.

Behind this journey is an interactive marketing network – the platforms, content, and email already built to attract customers and take them to the next stage of their engagement?

While everyone says that proactive is better than reactive, in this case, it is better to be both: interactive becomes a cycle of reaction – and therefore of anticipation – to the client’s actions.

Add value to your brand through interaction

No matter which industry you explore, you can use interactive marketing initiatives to bring cohesion to your marketing. See how.

  1. Involve all departments in your strategy

Each division is influenced by an interactive marketing approach. From sales to services and operations, everyone can benefit from a deeper understanding of their customers’ needs, even if their customers are their peers.

Let’s say you are a well-known real estate brand that wants to attract real estate agents to your business. This is a B2B piece – you need to show owners co-entrepreneurs that you offer services and a brand for the benefit of your customers.

  1. Don’t confuse interactive marketing with the technical department

A common misconception is that interactive marketing is essentially the same as IT and if you find a talented technology associate, that person will automatically fit into an interactive marketing role.

But interaction requires a skill set that differs from knowledge of IT technology. Yes, the interactive marketer needs to know how IT infrastructures support marketing initiatives, but first, they need to monitor the customer experience.

  1. Fall in love with the setting and measuring goals

Interactive shares many goals with more traditional marketing initiatives. And, as with previous marketing approaches, if you don’t set interactive goals and monitor your progress, you’ll shoot a target in the dark.

Since there are so many useful tools that you can stack, there is really no excuse for not implementing measurement methods.

Choose the criteria that fit your plan. Consider, for example, your website.

  • Is your goal to generate leads? You may want to track conversions.
  • Do you want to create a portfolio of high-quality content that increases engagement? Measure users’ time on the page and social shares.

The results will tell you if you are progressing. Whatever your goal, regardless of the criteria, creating a feedback loop will help you improve and grow.

In interactive marketing, it is useful to remember that you are a quarter behind, but your consistent measurement will help you correct the course quickly. Use your customers’ goals and understanding to make changes at the right time and take losses in one quarter to make a profit in the next.

Don’t forget to get stuck in a fashion channel. Master the art of interactive marketing and connect exactly with customers, wherever they are, on the platforms they operate on.