With the rapid rise of technology, measurable hyper-personalized digital marketing messages began to offer an advantageous way to easily attract consumer attention. Interactive marketing, in which consumers are included in the direct marketing process, has managed to become one of the strategies implemented by brands in the digital age as an interaction-oriented approach.
It makes a great contribution to the creation of brand loyalty as a transformation and data-driven strategy that includes practices that encourage the consumer to interact with the brand. Brands that meet consumers with personalized content aim to increase their interaction power by creating a qualified experience with competitions, surveys, tests, feedback-oriented comments. Let’s take a look at the rest of the content in which we discuss the benefits and application areas of interactive marketing for brands:
Provides a Rich Data Source
The modern consumer, who prefers to be active in the digital world, shows interest in the content of brands that offer a personalized experience, and develops loyalty to the brands that come up with special opportunities. Interactive marketing, as a personalized content-oriented strategy, provides the opportunity to collect very strong data about the audience. In line with the answers given by the consumers, it is able to provide a data flow to the marketing strategies.
Makes it Easy to Uncover Consumer Needs
In the interactive marketing process that focuses on the purpose of providing interaction, the consumer is always at the center of all activities. It covers a process that leads to purchases using certain communication channels in line with the answers given to the questions asked and these answers. In this process, revealing the needs, which is one of the most important criteria for the realization of the purchasing action, is easily achieved. Brands, which determine what the target audience needs, manage to catch the consumer at the right moment by offering the right product or service.
Strengthens Brand Loyalty
Interactive marketing opens an important door for brands to build a loyal customer profile. It is of particular importance here not to consider the marketing process solely as a purchasing journey. Effective ways should be sought for the consumer to establish a bond with the brand; It should be handled as a wide process from the moment of decision to sales and after-sales satisfaction. Brand loyalty is one of the biggest gains of brands in interactive marketing, which aims to create a good experience for the consumer. Consumers establish bonds and develop loyalty against brands that address their needs in a special tone, offer opportunities, ask questions, evaluate answers and comments.
What are the Application Areas of Interactive Marketing?
- Personalized Content and Search Engine Ads:
Developing personalized content and strengthening the marketing process with search engine ads is one of the most important practices in interactive marketing, which offers the opportunity to catch consumers at the right time and meet their expectations with content that will meet their expectations.
- E-Mail Marketing:
Another application to attract the modern consumer group, who show interest and react to personalized content, to the brand is e-mail marketing. It is easier to interact with the e-mail, which includes messages that encourage the consumer, warn, remind and appreciate to act.
- Competitions and Awards:
Using competitions and rewarding methods to create motivation and interaction offers a unique opportunity to attract the attention of the consumer. Brands that apply these methods in the marketing process understand what the consumer wants and invest in brand loyalty.
- Survey and User Comments:
In interactive marketing, which aims at a qualified customer experience, the comments of the target audience are of great importance. Providing feedback creates great advantages for brands to improve their next move and the customer experience. Surveys and user comments should be considered as integral parts of interactive marketing.
Dwt Mandalina Advertising Agency / Dilşat İLDİZ / Copywriter