In conceptualizing Marketing 4.0, expert Philip Kotler highlighted the growing importance of
customer experience in their purchasing decisions.
As he noted, modern consumers tend to prefer companies that treat them not as mere numbers on a
spreadsheet, but in a humanized and individualized manner.
This understanding guides most Content Marketing strategies , which aim to establish a relationship
of trust with people, first attracting them and then converting them into leads.
To do this, it is necessary to create unique and attractive experiences, in an attempt to overcome the
great competition in that market.
By using elements with interactive features, it is possible to optimize all stages of your sales funnel, from attraction to conversion , including nurturing.
Want to know more about it? In this article, you will find out:
- What is Interactive Marketing?
- In what areas can this strategy be useful?
- How to carry out an Interactive Marketing strategy?
Read on and take a look!
What is Interactive Marketing?
Interactive Marketing is a strategy that aims mexico telegram data to encourage people to interact
with the brand, thus creating a unique scenario for its attraction, nurturing and conversion.
It is a very efficient way to boost consumer engagement while providing an extremely qualified experience.
As we mentioned at the beginning of the article, this type of action is essential to gain the trust of the modern consumer and increase the chances of loyalty.
The idea of interactivity is to place the customer at the center of the processes carried out by the
company, giving them a feeling of inclusion and collaboration.
In this way, it is possible to create an open dialogue with your person, leaving them in a position
where they can feel in control of the experience.
However, this does not mean that the benefits of Interactive Marketing are restricted to the proximity
between brand and customer. They are also essential for your strategic development.
This is because when you talk to people who are interested in your solutions, you start
receiving extremely valuable feedback .
If these are inserted into your decision-making, this knowledge can lead to optimizations in various
actions and areas of the company, as we will show you in the next topic.
Keep reading!
In what areas can Interactive Marketing be useful?
To understand the usefulness of Interactive detailed guiding signals Marketing, you must keep in
mind that it is a strategy that focuses on exchanging information with the public .
So, if you want to implement it in your company, start by forgetting the idea that your brand has
control over the relationship with customers .
In the era of Marketing 4.0 , the public is at the top of the market hierarchy, giving them the power to
set trends, even if indirectly.
What does that mean? The answer is simple: to execute the strategy correctly, you need to start
capturing the buyer persona ’s preferences and shape your approach accordingly.
Data capture
We come, then, to the first objective that b2c reviews you can benefit from the practice of Interactive
Marketing: data intelligence.
Working with data mining is something that is becoming essential in the current scenario, largely due
to the modern consumer’s preference for personalized actions.
More than that, collecting data is essential for the company to develop its actions correctly, focusing,
for example, on the most appropriate target audience for its content.
Having access to audience demographic information, such as age, education, and location, is crucial
to creating well-targeted actions.
If you have some experience in the subject, you know the most commonly used practices to gather
this type of knowledge; for example, questionnaires, surveys, landing pages and quizzes are very
relevant resources in this regard.
What Interactive Marketing does is boost your results by capturing the public’s interest .
A survey focused on this type of strategy heard from more than 20,000 marketing professionals and
produced a very suggestive result: 87% of respondents agree that the use of interactive content is
much more effective in attracting the attention of Internet users.
Want an example? Imagine a potential customer arrives at your landing page and finds quizzes and
other elements with interactive features.
This simple detail may be enough to keep you on the page longer , either answering the questionnaire or looking for more information about the company.
While increasing conversion chances, quizzes serve a much greater purpose.
With the responses recorded by the visitor, you can get a better idea of what stage of the funnel they
are in and their preferences.
So, even if the landing page does not generate conversions, it will be useful to deepen your knowledge
about the person, based on the analysis of their poor performance.
Lead nurturing
Data capture is essential to developing a strategy that can generate leads and convert them into customers.
However, for conversion to occur, there must be a well-done nutritional approach, which is able to
differentiate itself from the different contents that the Internet user consumes daily.
One of the many resources that can be used in this phase of the funnel, called consideration, is the infographic .
By adding the element of interactivity, you give the user one more reason to consume
the content , making the learning experience fun and interesting for the consumer.
An excellent example of this is this interactive infographic created by Veracode, which provides data
on mobile app security for web developers.
By including questions for the user, the infographic gives them permission to be in control of their content consumption experience:
Another type of content that can be mentioned as an example for lead nurturing is the interactive
calculator . Imagine that your potential client is in the decision phase and you want to make it clear
how your company can increase their revenue.
Offering an ROI calculator, such as the one created by Symantec , can be the push needed to convert.
Consumer loyalty
After being attracted and converted, the consumer must be loyal.
This gives the company a loyal customer base , which is essential for brand reputation and attracting new stakeholders, creating a real cycle.
However, fidelity is not an easy condition to achieve.
To cultivate it, it is necessary to understand that the customer’s journey does not end at the moment of the sale.
Instead, it should continue to feed itself with content that adds value and maintains proximity between the customer and the company .
To start, you can work on an interactive after-sales service , such as a questionnaire about the solution offered.
More than that, you need to give the consumer reasons to continue consuming what your brand has to offer.
This includes actions such as points programs and the offer of prizes. The latter, by the way, was brilliantly carried out by the company NetApp, through this interactive quiz .
To assess customer knowledge on a specific topic, content provides rewards based on user attendance and performance.
This scenario, marked by gamification , creates a unique experience, which will undoubtedly mark your company in the mind of the consumer.