interactive marketing tools n techniques

marketing management includes promotion through interactive marketing

1. WHAT IS INTERACTIVE MARKETING ? Interactive marketing (also called trigger-based marketing and event-driven marketing) is a marketing strategy that connects consumers directly with the company, brand, product, or service through hands-on experiences. The use of user profiling and personalization has allowed marketers to take interactive marketing to a whole new level in recent years. The primary reason for this is when a user creates an online profile on a website, any information they provide or action they take may be tracked. For example, if a Facebook user likes the New York Mets, this information can be used by marketers and the user may see content tailored to baseball, therefore increasing their likelihood to interact with a brand. Compiled by Henna P. 1

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3. Benefits of Interactive Marketing 1. Improves Brand Loyalty The interactive marketing process makes customers feel valued and more engaged in the company’s decisions. Unlike passive content, interactive content requires active participation from the users which ultimately provides value to them. As a result, this encourages customers to become even more involved with the company. Moreover, this sense of belongingness creates a particularly strong loyalty among customers. 2. Increases Sales By leveraging interactive marketing, you can better meet the consumer’s needs, recommend best-suited products, and increase sales. In fact, interactive content is known for boosting conversions by over 30%. Additionally, this makes it an ideal tool for analyzing the success of your marketing campaigns and scaling them further. Compiled by Henna P. 3

4. Benefits of Interactive Marketing 3. Helps in Personalization The interactive marketing approach views the customer as an individual with unique goals, needs, wants, and problems that only your company can resolve. Through content such as quizzes, polls, etc , you can gather responses and understand the needs and preferences of your customers. And provide them with personalized results or offerings. Thus, a personalized experience like this helps you get in touch with your audience and satisfy their individual needs. 4. Boosts Consumer Engagement One of the most important benefits of interactive marketing is that it allows sellers and marketers to gain direct feedback from customers. Using interactive marketing strategies, businesses can provide interesting and immersive browsing and shopping experiences for their customers, allowing them to actively engage with the brand. Thus, with interactive marketing, you can better engage your audience and improve your conversions and sales. Compiled by Henna P. 4

5. TOOLS OF INTERACTIVE MARKETING Demonstrations Testers Infographics Virtual and Augmented Reality I nfographic Quizzes Interactive videos Polls Point-of-Sale (POS) Interactions Interactive Website Calculators Email Campaigns Electronic Kiosks Contests Customer Service Bots Interactive Apps Social Media Platforms Compiled by Henna P. 5

6. Compiled by Henna P. 6 Demonstrations Testers Demonstrations Demonstrations : In today's digital world, demonstrations have moved beyond the traditional in-store product demonstration to involve the use of videos and other technology. Demonstrations allow the consumer to ''try before you buy'' and see the product in use. Consumers can then judge the effectiveness of the product and determine if buying it will fulfill their needs. Examples of demonstration marketing include infomercials, how-to articles, and videos that utilize the product. Testers : Closely related to demonstrations, tester marketing (sometimes called free trial marketing) creates a limited-use version of products or services. The goal of the tester version is to entice the user to upgrade to the full version or membership. In-person examples include providing a small sample of perfume or lotion. Digital examples include trial periods of subscription-based software services and limited versions of apps, especially games, dating apps, and utilities.

7. Compiled by Henna P. 7 Virtual And Augmented Reality : The advent of virtual and augmented reality has opened new marketing opportunities.  Virtual reality  allows a brand to create a virtual interactive environment for demonstrations. Virtual reality systems use multisensory tools to allow a consumer to see, feel, and experience the product or service. This is sometimes accomplished via a virtual reality device, but this can also be done simply with a mobile app. For example, applications can allow consumers to see what they would look like in specific clothing, makeup, or hairstyles by using their smartphone camera and an augmented reality program.

8. Compiled by Henna P. 8 I nfographic : An infographic is a collection of imagery,  data visualizations  including different types of charts and graphs like  pie charts  and bar graphs, and minimal text that gives an easy-to-understand overview of a topic.

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10. Compiled by Henna P. 10 Quizzes : Quizzes often attract customers with a promise of fun and teaching the customer something new about themselves. Quizzes also provide the additional benefit of inherent virility. Many people love to share their results, showing your company to a new audience with no additional work required of you. Quiz plays matchmaker between shoppers and your products by asking questions about lifestyle, wants, needs, interests, and more. Using the answers shoppers share, you can recommend personalized product matches that show you listened while building instant trust.

11. Compiled by Henna P. 11 Interactive Video : An Interactive Video is a video that allows viewers to participate actively in the storyline. Instead of watching passively, the users become a part of the experience by clicking, making decisions, answering questions, or playing games. In other words, they shape their own experience.  Interactive Videos take traditional (or linear) videos to the next level by encouraging the audience to stay engaged. While the interactions in a linear video are limited to clicking the “play,” “pause,” and “replay” buttons, Interactive Videos can contain several additional interactive elements, such as Clickable hotspots , Polls, Quizzes, Assessments, Marketing Games (for example, scratch cards, spin the wheel, and slot machine) 

12. Compiled by Henna P. 12 Polls : Polls encourage customer engagement and attract users with the promise of instant feedback. Many people take part in polls to see how other people answered and how this aligns with their response or opinion. Polls can help strengthen your relationship with your audiences by allowing them to share their opinion in company decisions. For example, if you own a pizza restaurant, consider using polls to allow customers to vote for what they want the specialty pizza to be next month.

13. Compiled by Henna P. 13 POS Interaction : At a point of sale (POS), customers interact with businesses to complete transactions, including paying for goods or services and potentially receiving receipts or interacting with staff for inquiries or assistance.  I nteractive Website : An interactive website goes beyond static content, engaging users through dynamic elements and features that allow for two-way communication and exploration.  Drives more engagement. Interactive business websites can make your website less boring, thus garnering more action. Users will spend more time on a website that interacts with them. This increases your conversion rate, decreases bounce rate and can boost the  SEO  of your website. Interactive design websites develop a more personalized user experience that can result in happy users. 

14. Compiled by Henna P. 14 Calculators : Calculators help customers learn more about the potential benefits your product or service could provide them. Calculators benefit your company as a way to assess the quality of your leads. Interactive calculators  are widgets that offer personalized solutions to users. Here, the users input some data based on the questions asked in the calculator and as a result, receive the information that they were looking for. For example, a  savings goal calculator  may provide the amount you need to invest today, to own XYZ amount at the end of 5 years.

15. Compiled by Henna P. 15 Email campaigns : Email marketing campaigns are an efficient and often cost-effective way to engage with your audience. Emails can help you promote your existing interactive content, such as including links to a new quiz or calculator tool on your website. However, the content of your email itself can also be new interactive content. For example, a doughnut shop may send out a promotional email with a clickable drawing of a doughnut box that, when clicked, reveals a discount code for the reader's next purchase.

16. Compiled by Henna P. 16 Electronic Kiosks : A kiosk is a small, often temporary, stand-alone structure used for various purposes, including selling goods or services, providing information, or offering self-service options, typically found in public places like malls or airports.  Contests Contests, raffles and photo contests on social media are all effective methods of interactive marketing. Customers often enjoy these methods because of the possibility that they could win. Many contests now integrate with other marketing tactics, such as using a social media hashtag or completing a quiz to enter. Contests often also have an element of virality and users may share them, especially if there is a possibility of receiving more entries for sharing the contest.

17. Compiled by Henna P. 17 Customer Service Bots: A customer service bot, or chatbot, is an AI-powered tool that simulates human conversation, providing instant, 24/7 support across websites, mobile apps, and social messaging platforms, automating routine inquiries and freeing up human agents for complex issues. 

18. Compiled by Henna P. 18 Interactive Apps : Interactive apps allow users to engage with audiovisual information through gamification, visualization, and even VR/AR, making them a versatile tool for education, entertainment, and more. 

19. Compiled by Henna P. 19 Social media marketing (SMM) : Social media marketing (SMM) leverages social media platforms to connect with audiences, build brands, increase sales, and drive website traffic by publishing content, engaging followers, analyzing results, and running advertisements. 

20. Examples of Interactive Marketing Honda created an interactive  marketing campaign  utilizing a demonstration video and 360-degree content to create a virtual test drive. The ''Honda Real View Test Drive'' allows consumers to tour its latest Civil model through a video shared on their website and YouTube. There is also an immersive video experience video that utilizes 360-degree video and optional virtual reality technology to allow the viewer to feel like they are sitting in the driver's seat for a test drive. Honda said that the ''purpose of going to a dealership is to reinforce a decision rather than make a decision, so utilizing demonstrations would bring the experiences traditionally held in a dealership into a virtual setting.‘’ Hoek Home Furnishings engaged social media superstar twins Paul and Luke Harwerth , with more than 300,000 followers on Instagram and TikTok under their moniker '' TwinSauce ,'' to promote their new bench. The twins were seen in videos assembling the bench and performing a choreographed dance to Harry Styles's ''Music for a Sushi Restaurant.'' The video featured additional links to a full unboxing and assembly video and a special promo code for marketing tracking. Jarlsberg Cheese launched a combination survey/contest. The quiz took users through the creation of a holiday dinner party menu, featuring appetizers, soup or salad, entree, side dishes, dessert, and drinks — all items available from the Jarlsberg catalog. The contest information showed a result, declaring to the user: ''...Your friends beg for your signature Jarlsberg mac n cheese and you are more than happy to serve up gooey, cheesy goodness at every party.'' It also encouraged users to enter to win a  digital camera , Jarlsberg-branded swag, and products. Once users submit their e-mail addresses, they receive an offer to purchase the items for their dinner party and ongoing marketing from Jarlsberg. Compiled by Henna P. 20

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25. Compiled by Henna P. 25 1. Coca-cola Coca-Cola Zero, as an affiliated partner of the new James Bond film, launched a campaign encouraging consumers to find their inner Bond. Under this campaign, a coca-cola zero vending machine was placed at a station. It aimed to prompt unsuspected passengers to perform a mission in 70 seconds for a chance to win a ticket to the films.  Once they entered their name, they were given 70 seconds to collect the tickets at the other side of the station. The interesting part was that there were a lot of obstacles to completing this task and going to the other platform. This campaign encouraged consumers to interact with the brand through an offline platform, while an accompanying viral video generated awareness and momentum online. Interactive advertisements tend to encourage engagement and communication, and if used effectively can generate substantial awareness and ignite lasting interest in the minds of consumers. A FEW EXAMPLES OF INTERACTIVE MARKETING

26. Compiled by Henna P. 26 2. Alexa (Amazon) Amazon uses its own platform to promote its brand and increase online sales. Their voice assistant has a great understanding of the context of various ads and their relationship to the Amazon store. The users can simply ask the voice assistant to add the product being advertised to their cart, ask for more information about it, or just say “remind me” to get a follow-up notice about the product later. For instance, whenever a customer asks Alexa about a product, she offers some product recommendations and suggestions regarding how to purchase the item using voice commands. The audio element of Amazon’s Alexa makes the experience more interactive and engaging. Hence, interactive marketing is becoming a more immersive aspect of our everyday lives with products and companies like this.

27. Compiled by Henna P. 27 3. Heineken  An innovative strategy was used by this Dutch brewery to attract potential employees. In 2016, Heineken released a recruitment video to engage future talent, as part of its Go Places initiative. The video checks a candidate’s personality and introduces them to the company by asking twelve questions. Moreover, these questions are designed to help a candidate determine whether they are a good fit for the company or not. This encouraged users to click and watch the entire video. As a result, Heineken has seen an astounding  300%  increase in the number of applicants. It’s also interesting to note that  67%  of participants took all of the tests and watched the entire video. Hence, there is no doubt that this was a successful hiring campaign for Heineken.

28. Compiled by Henna P. 28 4. Knorr Unilever’s food and beverage brand Knorr wanted to increase brand awareness. They did the same by generating buzz about their passion for food by engaging users with some enticing, interactive ads. Their goal was to increase brand awareness by inspiring people to talk about their product with their friends. So, for an interactive marketing strategy, Knorr used quizzes in which they invited users to answer 10 questions and find out their favorite flavour . This attracted the attention of millennials who are always exploring new cuisines and helped them improve customer engagement by raising brand awareness.