Interactive marketing is a set of practices aimed at generating fluid communication with your customers and encouraging their interaction with the brand. This is a marketing strategy that has proven to be very effective at increasing customer engagement with eCommerce businesses as well as improving conversion rates and loyalty. At the same time, it allows companies to obtain quality information about their customers that can be integrated into their dynamic pricing systems to optimise their sales. We’ll explain how to implement this marketing strategy to get the most out of it.
As the name suggests, the main goal of interactive marketing is to get potential customers to interact with the brand. Through this type of action, you can create a valuable experience for the consumers, which is an added value beyond the purchase process. You can ask their opinions and encourage them to feel as if they’re a part of the business. You can also offer them an educational or recreational moment through which you can improve the brand image. The action you choose will depend on your objective and the means used to achieve it.
How to define an interactive marketing campaign
The first step is to assess what type of campaign is most in line with your corporate identity. The clearest example of this can be seen in the gamification modules found on the websites that sell products targeted at children and adolescents. Second, you need to establish the information you want to obtain from your target audience. For newly created eCommerce businesses, it can always be interesting to determine the age, education level, and location of your potential customers to achieve better segmentation and positioning for future campaigns and increase your conversion rate.
The tools that are most often used when implementing interactive marketing campaigns, especially in small- and medium-sized businesses, are questionnaires, surveys, and landing pages. These are resources that can be personalised to obtain the most relevant information. You can implement these on:
- Social networks
- Apps, in posts or push notifications
- Sponsored actions
Innovative interactive marketing formats
Given the highly competitive nature of the online market today, choosing an original or eye-catching format for your marketing campaign is vital for its success. If you already have basic information about your customers, you can design more complex actions, adapted to your buyer persona, to surprise them and generate greater engagement.
One option that has proven to be very popular among consumers is to offer them the possibility of sharing their own experience, whether through narratives, story contests, images, or videos. This is why Instagram is the social network where the largest volume of campaigns is launched, including the classic—and very useful—personality test.
Additional advantages of interactive marketing
Along with the benefits we’ve already mentioned, through this marketing strategy, we can:
- increase sales,
- increase visibility on social networks and improve organic web positioning,
- increase user reviews, and
- drive online traffic to physical stores.
All of the information gathered during your interactive marketing campaigns, together with the short- and long-term advantages, will allow you to perfect your pricing strategies since you’ll have a better understanding of your target audience and their interests. This is key data that you can incorporate into your pricing suite to speed up and optimise the decision-making process, using tools designed to boost the grown of your eCommerce business.