Interactive marketing refers to the emergence of two-way electronic communication between buyer and seller where consumers control how much information is received. Unlike traditional methods of online marketing, interactive marketing takes upon a type of permission marketing approach where the consumer ultimately signals they wish to receive information and interact directly with the marketer’s message. One definition, as quoted from Harvard John Deighton, is that interactive marketing is “the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer told us”; therefore creating a type of conversation with consumers instead of relaying a single message.
According to MarketingTechBlog, in their honest opinion, interactive marketing “is the evolution of marketing where the consumer is empowered, entrusted, and recruited to aid in the strategy”. I largely agree with this statement; it is widely known that word of mouth marketing is highly trusted as it is passed on from individuals whom consumers already trust—if consumers initiate a marketing message, they should be more willing to trust their own decisions.
The basis of these findings helps uncover why exactly interactive marketing is important in the industry and how it can increase the effectiveness of marketing tools. Due to the permission-based approach, tied closely together with the trust consumers place in themselves, allows consumers to engage with products only in which they are interested in—while also choosing which information to receive, and possibly even customize what messages they seek to acquire.
When considering to adapt an interactive marketing strategy, Mike Yapp distinguishes 10 primary practices to consider in his blog—some of the highlights of which were:
Personalization: Focus on ‘unique user experience’, such that “one person could look at the exact same website at the same time as another and each person have his or her own individual experience”. An example of which is Amazon.
Usability: primarily concerned with creating a user-friendly experience that is effortlessly easy to use and navigate