Interactive marketing relies on customers expressing their preferences so that marketers can produce more relevant marketing messages. Unlike the outbound marketing of the past, interactive marketing creates a two-way dialogue between a business and its customers. Advertising becomes a dynamic process that follows customers rather than leading them. Any time a customer is invited to provide feedback, express their personal preferences, or offer up demographic information, they are providing information that marketers can use to guide their advertising efforts. (See also User-Generated Marketing)
Interactive marketing can take many forms, but search engine marketing is one of the most common. When customers type a query into a search engine, they are shown advertising based on their search terms. A search for shampoo might produce ads for hair care products. (See also Search Engine Marketing Specialist )
At the other end of the spectrum is a company’s official website. These present enormous opportunities for businesses to engage with their customers. Unlike a TV ad which runs for 20 seconds and then ends, websites allow customers to engage with the brands that interest them according to their own pace and agenda. They can browse product offerings, learn about the company’s history, access deals, and participate in forums.
Marketing in an interactive way has many advantages over traditional marketing. First and foremost is the cost. Online advertising costs significantly less than television, print, or radio ads and often produces greater rates of return. Companies should always be interested in producing the same results at a reduced cost.
Online activities also leave behind tremendous amounts of information about customers. Their demographic details and their personal preferences are both revealed through their behavior online, allowing companies to track and store this data to use in future marketing efforts. The more relevant that marketing is to a customer’s immediate wants and needs, the more likely it is to produce a sale. (See also Real-time Marketing)
For customers, interactive marketing allows opportunities for them to help evolve and grow their favorite products and brands. The more those customers talk about a company in online forums, social networking sites, emails, and videos, the more their hopes and ideas for that company enter into the company’s consciousness. Businesses can use this information to develop the products their customers are most excited to buy, increasing a customer’s sense of respect — and potential sales.
Xselleo provides strategic internet marketing and business consulting services. Our focus is forming effective partnerships and providing customized solutions to meet each client’s specific needs. We take the time to learn what makes your business and its challenges unique, and develop strategies and tactics for you to achieve your online goals.
With an emphasis on your business and not the underlying technical details, we understand that web marketing is an investment in your brand. All of our campaigns and strategies are designed to compliment and reinforce your other marketing endeavors.
JW Estate’s audience wants to receive the most relevant information consistently in a format easily consumable for their decision-making process. Xselleo’s expertise and “out of the box thinking” in helping us strategically deliver targeted content is a key value to improving our audience’s buying process.
We have one simple goal – to generate the highest possible return on investment for each of our clients. We take great pride in what we do and constantly strive to find creative interactive marketing strategies for more cost effective solutions.