Interactive marketing

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Interactive marketing , sometimes called trigger-based or event-driven marketing , [1] is a marketing strategy that uses two-way communication channels to allow consumers to connect with a company directly. Although this exchange is taking place in the last decade, it has been largely taken over by email, social media, and blogs.

History

As far back as 1995, interactive marketing was seen as the future of e-commerce and digital advertising. [2]

By 1997, the Journal of Direct Marketing had re-branded to become the Journal of Interactive Marketing , which continues today. [3] In 1999, Salesforce.com was born, [4] allowing marketers and salespeople to directly affect and guide their customers through their salesforce’s unique salesforce’s cloud-based customer relationship management (CRM) technology. ExactTarget , founded in 2000 and acquired by Salesforce in 2014, provides Salesforce.com’s marketing division, allowing for email, social, and campaign management through their software-as-a-service (SaaS) platform.

With the advent of content marketing in the late 1990s and the founding of Hubspot in 2006, an interactivity has seen a fundamental transformation from simple two-way communication to gamification and beyond. This particular type of interactive marketing is one of a number of aspects of SaaS, and many SaaS companies have been founded to respond to the need for new types of content and differentiation between competitors.

Applications

As an interactive marketing link, the social media channels have been broadly based on this strategy, usually headed up by a marketing company or customer success department. The most common application for interactive marketing is using it as a lead generator in a sales funnel . Interactive marketing is largely inextricably linked to content marketing, so it can produce audience-relevant content that is shared many times, or “goes viral “, and eventually establishes itself as an authority in their particular industry. This concept is called interactive interactive [5], which is defined as content that requires the participants’ active engagement – more than simply reading or watching. In return for that commitment, participants receive real-time, hyper-relevant results they care about. Consumers tend to trust those who are designated thought leaders in their industry, so this strategy can lead to many inbound leads, gated download pages, for example, that then are nurtured by more ve previously shared.

See also

  • Content marketing
  • Digital marketing

References

  1. Jump up^ “Interactive Marketing: What Is It and How Can You Benefit from It?” . Retrieved 2016-09-01 .
  2. Jump up^ “The Future of Interactive Marketing” . Retrieved 2016-09-01 .
  3. Jump up^ “Journal of Interactive Marketing | Vol 11, Iss 1, Pgs 2-74, (1997) | ScienceDirect.com” . www.sciencedirect.com . Retrieved 2016-09-01 .
  4. Jump up^ “A Brief History of Digital Marketing Technology” . kapost.com . Retrieved 2016-09-01 .
  5. Jump up^ “What is Interactive Content? | SnapApp” . www.snapapp.com . Retrieved 2017-08-08 .