Interactive Marketing: How to Use Interactive Marketing

Interactive marketing engages a brand’s followers, putting them in a two-way conversation with the brand. Instead of companies simply advertising to their base, this type of marketing takes a more interactive approach, allowing customers to respond, ask questions, and engage with brands, often in real-time. Interactive marketing has become more ubiquitous, particularly on social media platforms, and offers companies easier ways to increase digital engagement.

Each type of interactive marketing can serve a unique purpose and offers new ways for customers to gain helpful information from the brands they know and follow:

1. 1. Social media marketing: Brands can use social media marketing to promote interactive events held on and off social media. Social media also offers a platform for communication. Often, when customers have questions or complaints, they tag a brand on social media with the hopes of eliciting a company response. Brands sometimes respond to issues online in amusing ways to enhance the customer experience.
2. 2. Podcasts: If a brand’s podcast is airing live, the hosts may take questions from listeners, initiating a real-time conversation between the brand and followers.
3. 3. Email marketing: A company might use an email marketing campaign to promote an interactive event. Email marketing can be used to promote upcoming events, offer subscriber discounts and sales, and build community around your brand. Brands can also connect to customers via a customer service email address, where customers can forward questions or issues.
4. 4. Chatbots: If you visit a website and a small window pops up with a brand representative checking in on you, the representative is likely a chatbot—a form of artificial intelligence to help answer simple questions. Chatbot conversations may be more mechanical, but they offer additional communication channels between brands and customers.
5. 5. Polls and quizzes: Some social media platforms have a poll feature, allowing brands to pose questions for followers. Similarly, you can create on-brand quizzes or brand-specific apps to further delight and engage your base.
6. 6. Livestream events: This form of content marketing lets audiences virtually connect with the people behind a brand. If you go live on a social media platform, a brand representative can discuss a new product and solicit audience questions in the comments for these interactive videos.
7. 7. Video presentations: Like livestream events, this digital marketing opportunity brings a brand and audience into a shared space. Through video conferencing, brands can host presentations or online town halls where people can speak or put questions in the chatbox.
8. 8. Animated infographics: If a company releases new public information about growth or additional stores opening, the company might share the information using infographics. When readers click on one part of a graphic slide, let it lead to a unique section with new information.
9. 9. Giveaways: Giveaways make for a fun way to engage followers and boost customer satisfaction. You may invite followers to comment on a photo in exchange for a freebie. You can also offer an exclusive discount in exchange for followers sharing their email addresses, allowing the brand to gather customer data.

Interactive storytelling can be highly compelling for a brand. To ensure these initiatives run smoothly, follow these tips:

1. 1. Train customer representatives. Often, these reps will be the front-facing workers in your interactive marketing efforts. They should be well-trained in email writing and phone listening to ensure a positive experience for the customers. Trying out various scenarios is essential in preparing these workers for the different situations they may encounter when dialoguing with customers.
2. 2. Do a rehearsal run. Test it out first if you are doing a video event or online presentation. Decide how you will handle incoming comments and questions, and bring a few other staff members into the space to execute a trial run.
3. 3. Test out your interactive content. If you are playing with gamification, quizzes, or other fun, engaging content, test it out first so you know it operates predictably.

Interactive marketing strategies can present challenges. Some of the obstacles you may face while trying out this marketing tool include:

1. 1. Functionality: Two-way interactions like customer chat boxes are relatively straightforward, but sometimes more diligent efforts or shared digital spaces can have glitches, negatively impacting the experience.
2. 2. Budget: Interactive marketing costs can add up, especially if you hire influencers or outside help to craft quality videos or build new technology.
3. 3. Overexposure: Public live stream events put brands in the spotlight. Challenging questions, complaints, or comments can arise when making the event public.

Become a better communicator with the MasterClass Annual Membership. Spend some time with Daniel Pink, author of four New York Times bestsellers that focus on behavioral and social sciences, and learn his tips and tricks for perfecting a sales pitch, hacking your schedule for optimal productivity, and more.