Recently there has been an increasing level of scrutiny of some of the most often used online marketing practices. A number of high profile discussions have broken out over the efficacy of some of the staple marketing strategies.
Doubts have been raised about the actual level of engagement and tangible results of Facebook ads, long a central pillar of the marketing manager’s strategy. The pervasion of Adblocker has prompted the search for alternative approaches and a renewed focus on ‘native’ advertising. Even Youtube ads have come under criticism due to the frequency with which people skip them and the sense of frustration they engender with users.
With this in mind, it is perhaps no wonder that less invasive, more participatory modes of reaching customers are making their way onto marketers to do lists.
Interactive marketing is a term that encompasses a wide range of channels, concepts and disciplines. At its heart it is about creating content and experiences that engage consumers and require their input through any of your touchpoints.
One famous example of interactive marketing is Lego’s Hour of Code which encourages kids to code with simple online modules based around their little coloured bricks.
Other examples could include creating a gamified experience on a customer landing page. It might equally be providing a short, sharp and fun quiz that offers your customers a multiple choice question, perhaps in return for store credit or the chance to win a prize. Great content may not even require any incentive to drive it.
The benefits are obvious. On one hand marketers are being pushed to try new things by shortcomings in their existing toolkits. ‘Eyeballs’ aren’t adding up to sales. Adblocking software is limiting the effectiveness of online ad campaigns. Pushed content is creating a disconnect between the message and the irritation it causes when consumers are interrupted.
On the other hand, marketers are being pulled by the inventiveness, playfulness and far greater user satisfaction created by an interactive marketing experience. The customers’ opinions are given value. They are offered something in exchange for their time – be that rewards or just a fun experience.
Perhaps more importantly than anything else, interactive marketing offers the potential for actionable data. The more genuine engagement you can gain from your consumers, the richer the understanding you will gain. The scope and range of the ways in which marketers can get their customers to engage is limited only by their own creativity. It’s a huge topic, and one which is absolutely essential to the UKCharge philosophy, so we will dig deeper into some of these issues in the near future.
Want to find out how UKCharge can help you create a better experience for your customers? Get in touch.