First off, let’s define “interactive marketing”. Interactive marketing is a process that reacts and changes based on the actions of individual customers and prospects. This allows the message to change and be flexible as the prospect responds to the message.
Let’s take a basic look at the evolution
These two photos show the drastic development of Shanghai between 1987 and 2013.
Old marketing was shout-and-tell where we knew people were. There were relatively few media outlets, so it was easy to find people. Now customers have a much wider digital playground and otherwise to play in, so it’s hard to just throw something out there and know it will stick with enough people to make a difference. The good news is even though people appear as groups instead of gigantic crowds (relatively) they are segmented into more like-minded types of people.
Before, you get away with achieving a small conversion percentage in for a large audience. But now, with a little carefully crafted interactive marketing, we can be purposeful with our messaging and see much higher conversion rates with much better sentiment from the groups we target.
What makes this amazing
It’s the ability to address an individual, receive a response from that individual, and reply with a tailored response based on their initial reply. In layman’s terms, it’s a conversation. This contrasts with static marketing, which is to send out a message and hope that it is received as intended. An example would be a billboard. Display an advertisement, and hope it’s heard loud and clear.
This ad probably looked great in design, but the placement definitely conveyed the wrong message.
If your message is difficult to understand, at best, you aren’t taking full advantage of your possible conversion rate. At worse, your messaging can backfire and alienate your audience.
Windows phone controversy
Back in September, Windows released a commercial that they thought was fun and clever. It wasn’t. It was a poorly executed bash-campaign that was a weak idea to begin with. Keep in mind Steve Jobs had long passed away, yet the actor in the commercial is obviously supposed to be him.
But the real issue with the commercial is that it didn’t make Windows Phone customers look smart; it made iPhone users (all 293 million of them) feel stupid. It begged the question, “If Windows Phone is better, why don’t they talk about that?” Microsoft seemed to have realized they just looked bitter that the iPod beat the Zune and quickly pulled the ad.
Tailoring messaging before bringing products to market
Ball Canning recently released an updated version of a home canning system that had a significantly higher price than the previous model. Before releasing the product to the wider public, they tested the product on smaller focus groups and found that their messaging didn’t explain the product differences leading to the increase in cost. Ball was able to tailor their messaging to better clarify the value of their newest innovation - saving potentially hundreds of thousands of dollars in traditional testing and missed opportunities.
Send Us Examples
What are some examples - yours or ones you have seen (Oreo's Super Bowl Tweet, for example)? Do you have any upcoming marketing plans to be more interactive?