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?

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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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.