interactive marketing

Having interactive marketing campaigns is something successful marketers have been trying their best to implement and perfect in the last few years. This is because interactive marketing campaigns are a great way for brands to connect with the target audience in a new and creative manner.

Engaging an audience and having it participate in a campaign, instead of just passively receiving whatever information brands decided to throw at them has been shown to be quite effective. After all, everyone would like to have an interesting and creative experience, even when it comes to advertising.

What Are Interactive Marketing Campaigns?

This type of campaigns involves tactics that will encourage a target audience to interact with the promotions, the campaign, and the advertising. It’s something that’s turned the traditional advertising business into an interesting activity that the audience needs to do, in order to get the full experience from the brand.

Types of Interactive Marketing Tools

Thanks to technological innovations, there are various different ways that brands can create interactive advertising campaigns, some of which include virtual or augmented reality, QR codes, quizzes, 360-degree videos, and even taking the time to answer the audience’s questions.

Benefits of Interactive Marketing Campaigns

The benefits of this type of marketing campaigns are practically endless. Whether it’s the increase in user engagement thanks to the two-way dialogue, or the possibility of the campaign to go viral and expand its reach, gather data about the customers or even increase the number of social media followers – the benefits are abundant.
Why does it work?

These days, most consumers are on the lookout for interactive content – and it’s not only because it’s something original or fresh. It’s actually because this type of content is a great way of making them feel a lot more connected to the brands they’re buying from and they feel a lot more involved in the buying process. In an age when the attention span of the average consumer is extremely limited, being able to capture it for more than just a few seconds seems an almost impossible task. “Almost” is the keyword here, as interactive content is something that does this rather easily, as we previously mentioned.

There are infographics with interesting data, polls, and surveys that get additional feedback, quizzes and assessments that tailor the results according to the answers of the consumers. Additionally, this type of content stands out more as not a lot of brands tend to utilize it properly, even though it’s one of the most engaging types available. Today’s consumers are quite clever – much smarter than they used to be back in the day. They know what they want, and convincing them otherwise is not easy. When it comes to marketing, what they want is to have fun and take a break from their daily grind. The best way to do this is with interactive marketing campaigns.

Even the best articles, blog posts, web pages, videos, images, and even formatting doesn’t get customers’ attention as much as the smart prompts and visual triggers that come naturally with interactive content.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.