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Interactive Marketing Vehicles: Types, Pros & Cons

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Interactive marketing is a great way to engage with your audience. In this lesson, you'll learn about various types of interactive marketing vehicles and their advantages and disadvantages.

Having a Conversation

Imagine all the people you talk to in a day: your parents, children, significant other, the store employee, co-workers, your boss. By communicating with these people, you're able to understand each other's wants, need, likes, and dislikes and they can understand yours. Keeping those lines of communication open makes for better relationships, better shopping experiences, and better workplace scenarios.

Interactive marketing is a shift to a communication-based strategy.
Interactive marketing is a shift to a communication-based strategy.

Now, imagine you no longer speak to any of those people. How would you know what someone else needed or wanted?

Communication is at the heart of everything we do; and, it is at the heart of interactive marketing. But, how can simply talking be a marketing strategy? Read on to find out.

What Is Interactive Marketing?

Interactive marketing has emerged as a new form of reaching out to customers in a digital age. Defined, interactive marketing is a shift from more traditional one-way forms of marketing communications to a more two-way communications-based model, one that encourages dialogue between the brand or company and the consumers they're trying to reach.

Interactive marketing focuses more on 'active' marketing such as listening to customers, engaging with your audience and structuring your marketing efforts to meet their needs, rather than the 'passive' marketing of old, where customers are given the messages the company wants them to have, with little to no two-way communication.

Interactive marketing takes many forms. Let's look at a few.

Types of Interactive Marketing

Content marketing: This includes tactics such as your company's websites, videos, podcasts and blogs. This tool is anywhere you publish content about your company, products or even hot topics in your industry.

Social media marketing: Social media marketing has thousands of channels to draw from and includes community groups where like-minded individuals promote and engage with their favorites brands and products. Think Facebook, Twitter, and LinkedIn.

Search engine marketing: Marketing tactics in this group include Search Engine Optimization and Pay-Per-Click advertising. Search Engine Optimization (SEO) is the process of boosting your website to appear higher in search engine results. Pay-Per-Click advertising is a method of advertising alongside organic results in a user's search efforts. You pay each time your ad is clicked.

Digital advertising: There are many forms of digital advertising on the internet such as banner ads and contextual ads. Banner ads are a way to advertise on various websites, pointing people back to your brand. Contextual ads are ads placed on pages that are relevant to that page's content.

Mobile marketing: The popularity of mobile devices such as tablets and smartphones drives this category. As a marketer, you can use it for text message marketing, development and promotion of mobile applications, and websites that are designed to be used efficiently across mobile devices, called 'responsive' sites.

Email marketing: Email marketing is a low-cost form of interactive marketing that allows you to collect email subscribers and use those addresses to send advertisements, special offers, newsletters and more via your recipients' inbox. By segmenting your email list based on details such as likes/dislikes, gender, previous purchases and more, you can achieve another level of personalization.

Advantages

The pros here are enormous in the interactive marketing spectrum. Among the benefits of this type of tactic are:

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