What is interactive marketing? 3 creative examples
Interactive marketing is a tactic that emphasizes a two-way exchange between brands and consumers. Interactive marketing incorporates video, audio, and other formats to capture audience attention and drive engagement with your content.
With the proliferation of new technology, marketing is more than a passive interaction between a brand and consumers. From tablets to smartphones, connected TVs, smart speakers, streaming services, and more, brands have more active ways to engage with their audiences across an increasingly fragmented shopping journey. To connect with audiences beyond traditional advertising through new technology in a valuable and dynamic way, brands can use an interactive marketing strategy.
Interactive marketing is the process through which brands use video, comments, visuals, infographics, games, blogs, email, social media, audio, and other formats to have a bilateral exchange with consumers.
If traditional marketing was once a one-way communication between a brand and consumers, interactive marketing transforms this into a two-way exchange that involves both parties. Rather than audiences simply viewing a message from a brand, interactive marketing lets audiences be part of the conversation to actively engage with brands through collaborative experiences.
What’s exciting for advertisers and consumers is that interactive marketing can come in many different varieties. Brands have opportunities to get creative and engage with consumers through multiple content formats during different stages of the shopping journey. Interactive marketing types include email, video, audio, livestreaming, and more.
One of the earliest forms of interactive marketing is through email, through which brands are able to communicate directly with consenting consumers through messages that engage them in a conversation or to inform them about available products. Through email, brands can share interactive content like polls, live shopping carts, infographics, customer feedback requests, games, quizzes, and much more.
Video marketing is used by brands to engage audiences by inviting them to comment, subscribe, or interact with a call-to-action (CTA). Video can also be used in a number of other creative ways, like clickable messages on a tablet or through augmented reality experiences that let audiences interact with products. With interactive video ads from Amazon Ads, advertisers can include CTAs—such as Add to cart and Get email—directly within Streaming TV ads.
Interactive marketing isn’t limited to visual formats. With the growing popularity of smart speakers, brands use audio ads to connect with audiences during listening moments allowing them to interact with their Alexa-enable devices by voice. For example, after hearing an interactive audio ad on the Amazon Music ad-supported tier on an Alexa-enabled device, customers can simply ask “Alexa, “add to cart,” “send me more,” or “remind me” — without disrupting their streaming audio content.
Brands have an opportunity to connect with audiences in real time through livestreaming services. Whether it’s through live events or collaborations with influencers, livestreaming helps brands create real-time, two-way connections with audiences.