Marketing is a key aspect of any business. People confuse marketing with selling merchandise. On the contrary, marketing is about making the customer buy from you. In order to achieve this objective, you have to resort to different kinds of marketing. Interactive marketing is the latest category to join the bandwagon.
Different Types Of Marketing
- 1 Different Types Of Marketing
- 2 Different Types Of Interactive Marketing
- 3 Advantages of Interactive Marketing
- 4 Final words:
Every type of marketing requires sharing of information. There are different types of marketing concepts like traditional marketing, online marketing, digital marketing, content marketing, and so on. Let us look at these types in brief.
1. Traditional marketing
This type of marketing involves advertising the products in the traditional manner such as using the audio, visual, and the print media. Until very recently, this was the most popular form of marketing.
2. Digital marketing
Contrary to the traditional method of marketing, digital marketing involves the use of digital media, mainly the internet for marketing purposes. Digital marketing is an umbrella term that encompasses various types of marketing. This includes online marketing, video marketing, content marketing, mobile marketing, and so on.
3. Online marketing
Online marketing is a subset of digital marketing. This type of marketing requires a live internet connection to run. Some of the different types of internet marketing include social media marketing, SEO, PPC, and Display Advertising.
4. Digital Marketing Vs Online Marketing
Digital marketing is a broader term that includes the use of digital media for its marketing process. This includes the use of internet as well. Online marketing is a narrower term wherein you require the presence of live internet all the time. Online marketing is a part of digital marketing whereas digital marketing includes marketing through EBooks, Emails, and video, content, mobiles, and TV ads. The debate ‘Digital marketing vs online marketing’ will rage forever.
5. Interactive marketing
This is the latest type of marketing in vogue today. This type of marketing involves an exchange of information between the business entity and client on an online basis. We shall see the concept of interactive marketing over the following paragraphs.
In the world of marketing, the customer is the King. The customer has a variety of choices. They demand unique content every time that every blogger or writes aims to provide. However, it is difficult to produce unique content every time. Hence, there is a need for engaging the customer in a different manner. The interactive marketing is one way of doing so.
In interactive marketing, the content type is such that it requires the active participation of the customer along with the marketer. When we say interaction, we mean that the customer needs to complete some action from his part. Until he does so, the interaction remains incomplete.
The question can arise as to what is interactive content. Interactive content can be any exchange between the marketer and the customer. It can be a simple exchange of data or information. It can also be an exchange of ideas or images. It can be a type of question and answer session where the customer responds to the queries of the marketer.
Different Types Of Interactive Marketing
There are many types of exchange of interactive content. The five most popular ones are Assessments, Calculators, Contests, Quizzes, and Interactive Infographics. We shall see the different interactive content tools one by one.
The more common name for interactive assessment should be ‘surveys’. In this mode of marketing, the customer has to answer a series of questions about himself, his personal choices of products, his likes and dislikes, and other information. Usually, the customer has to participate in a survey where the marketer will put a series of questions one after the other in connection with a particular product. This information will help the marketer to gauge the customer interest and engagement level.
Using this information, the content marketer is able to arrive at a conclusion about the feasibility of the product or services. He is able to assess the importance and utility of the product or service he markets. This is one of the most common interactive marketing strategies followed by many companies. One of the leading platforms for analysis of data is Attivio. The main objective of this company is to increase customer engagement and provide the company with the knowledge about the popularity of the product.
The topic of the survey can be anything. It can include marketing, financial, and technical aspects, etc. This interaction can give the company a fair idea about the demand and supply position as well as the customer interest in the product.
In addition to the surveys, there can be an exchange of educational content. This can enable the customer to learn something new. This exchange can be in the direct question-answer format or through the exchange of EBooks.
There are many forms of calculators in use in interactive marketing. The most common ones are the calculation of the eligibility levels of the customer to avail loans from financial institutions. Usually, banks, insurance companies, and other financial institutions have this type of interactive marketing strategies in place.
This is a novel method employed by the banks to attract customers. The interactive form requires certain data to be filled in by the customer. Based on this information, the system calculates the loan eligibility. The customer has an option to either pursue or decline the offer. Insurance companies use the same tactics for insuring the lives of people as well as for ensuring general articles like vehicles, etc. This is one of the most useful interactive marketing tools.
Certain companies use this kind of interactive marketing to calculate the cash flow of a business enterprise. One such company is Navicure. Using this tool the company is able to judge the cash flow of the concern thereby providing valuable financial services to the clients.
Such companies observe the highest levels of secrecy. They do not divulge the customer information to anybody. Hence, one can call these services as safe.
Who does not love to participate in a contest? The online marketing companies have taken advantage of this particular preference of the customers into marketing their products using contests as bait. Many companies engage in such interactive marketing strategies.
They conduct contests encouraging the customers to participate. Naturally, there has to be a winner as well. The winner gets a handsome prize usually by way of coupons or even physical products of the company. This is an effective method of engaging the customer’s attention. Win or lose, the customer bestows his complete attention. This is enough for any company to market their products.
Quizzes are very similar to contests. The only difference is that the contestant participates in a quiz whereas he plays in a contest. The quiz involves the marketer to ask a series of questions on a particular topic to the participant. The winner is the one who manages to answer all the questions correctly. There is a lot of similarity in the contests and quizzes as far as internet marketing strategies are concerned.
Quizzes are a good way of creating leads as well for the companies. The questions are such that the participant feels eager to continue.
5. Interactive Infographics
This is another of the innovative interactive marketing tools. Travel companies use such tools to market their products and services. They share information through pictures and videos and solicit cooperation in the form of continuous engagement. This engagement can culminate in the customer availing the services of the company offering the same.
This is a novel method of involving customers. Customers get a feel of what to expect when the avail their services. Hence, it is a type of a win-win situation for both the parties.
Advantages of Interactive Marketing
We have just seen the top 5 types of marketing in the interactive marketing category. We shall now proceed to look at the advantages of this type of marketing.
1. Increase in sales conversions
The interactions between the marketer and the customer can be fruitful. This can result in increased sales conversions. By interacting with the customer, the marketer is able to gauge the requirements of the customer in a better manner. Hence, he is able to solve the issues too. This paves the way for an increased level of sales conversions.
2. Lower overheads
You interact with the customer online. Your only expenses are the cost of the computer and the internet connection. There are no other overheads involved. Hence, the interaction tends to be inexpensive from the marketer’s point of view.
3. Audience engagement
The interactive marketing arrangement allows for an exchange of the best interactive content with the customer. This customer engagement allows the company to obtain immediate feedback on its products or services. This enables the company to improve its products. This is one of the strongest interactive marketing strategies.
Interactive marketing has come to stay. Customers enjoy these interactive marketing tools a great deal. All these factors contribute to a higher level of engagement between the company and the customer thereby benefiting both parties. Interactive marketing is innovative and effective as well.