What Is Interactive Marketing? 2020 Definition & Examples

Interactive marketing is a big part of modern-day communications and a concept that ties into Conversational Marketing pretty neatly.

What exactly is it? It’s a two-way approach to marketing that focuses on interaction and collaboration. Instead of simply talking at your customers with a one-way stream of marketing, an interactive approach makes it a group activity.

This makes it a perfect companion for Conversational Marketing because they both focus on building relationships and having meaningful interactions that go beyond the often cold and impersonal approach of traditional marketing.

To illustrate the idea in a little more detail, let’s take a look at some common forms of interactive marketing and how they can be done in a conversational way.

Product Launches

One of the advantages of remote digital presentations is the ability to dynamically demonstrate and launch your products in real time. 

With traditional forms of online content and sales it’s very hard to do this, and even pre recorded videos don’t quite capture the real-time nature of a good demo. Also, with static channels, your audience can’t ask questions live or interact with the demonstration.

Virtual events are perfect for this. They allow you to showcase features of products and services in real-time, so the experience for viewers is almost like actually being there in person.

Here’s how to get your virtual product launches just right:

  • Be clear on the purpose. Is it a how-to video, or a troubleshooting guide? Are you introducing a brand new product or a new feature on an existing one? Are you just clarifying a common issue?
  • Rely on your sales teams and their knowledge. Sales staff are often more intimately aware of the product and its features and benefits than anyone else.
  • Mention connect chatbot to broadcast — viewer can go straight to landing page via chatbot, get more viewer details

FAQs

FAQs (Frequently Asked Questions) have been around as long as the internet. On the face of it, they are a tool for solving common issues and questions, so users can overcome simple problems by themselves without having to bother support staff with them.

However, FAQs are also a valuable opportunity to make a closer connection with your visitors, have a conversation, and market your products.

In fact, FAQs can be seen as a basic precursor to modern-day Conversational Marketing. They were traditionally just a static list of questions and answers, but that’s still a conversational format.

Using Video Broadcasts for FAQs

Chatbots are a great solution for FAQs, but an increasingly popular option is using live video. This allows for a much more dynamic Q&A format, not only addressing existing questions but also allowing customers to ask their own questions in real-time.

Some of the benefits of live video FAQs include:

  • They help address customers with specific problems outside the normal FAQ
  • It allows you to expand your online video presence
  • It’s a more personable and interactive kind of FAQ, helping you connect with your customers more effectively
  • You can record it and share the video later

Effective Crisis Communication

In times of crisis and uncertainty, marketing teams have an important role to play. It’s their job to provide reassurance and help, communicate clearly and regularly with customers, and be a stable and reliable presence in the midst of fear and uncertainty.

Done right, challenging times can allow marketers to establish a strong reputation for their brand which will last beyond the current situation.

This is also a great opportunity to build interactive and conversational sales and marketing into your crisis communication strategy. Chatbots can be used to handle the increased volume of customer problems and take the load off staff when offices are closed.

Crisis communication is also another area where live video broadcast can be really effective. This is because:

  • It provides immediate, reliable updates when events might be changing fast
  • It’s a more personal and reassuring way to contact your customers
  • You can reach large numbers of people at one time

Whisbi Live Video Broadcast is the perfect tool for this, built for reaching large numbers of your audience with real-time video interactions. 

Virtual Events

Virtual, remote events are becoming increasingly popular. As communications technology develops it’s easier than ever to collaborate with people on the other side of the world through a screen.

This is a huge boost for interactive marketing — businesses can now reach members of their audience even when they’re thousands of miles away. You’re able to reach a remote audience in a much more personal way.

During the COVID-19 crisis, lockdowns and social distancing measures drove a spike in remote collaboration, as it was the only way to reach anyone, not just faraway followers.

Here are some more of the benefits of virtual events:

  • They’re scalable. Unlike a packed conference center, virtual meeting rooms practically have no limit, allowing you to easily reach — and interact with — large numbers of your audience.
  • They’re cheap. You don’t need to hire a venue, invest in expensive equipment, or pay for refreshments.
  • It’s easy to collect data, like how many attended, how many left early, how many questions were asked, and much more. This allows you to understand your audience better and make any changes.
  • They’re green. Virtual events massively cut down on transport and other energy expenditures, making them extremely eco-friendly.

Conversational marketing platforms, like Whisbi Video Broadcast solution, are built for virtual events, allowing you to reach large audiences with live demonstrations and the possibility for interactive Q&A sessions.

Training your Remote Teams

So far we’ve focused entirely on interactions with customers, but conversational selling technology and interactive marketing techniques can also be used inwards, on your own company.

One good example of this is remote team training sessions.

Even before the Coronavirus pandemic uprooted the way we do business, remote work was already growing fast, with 30% of people working for a fully remote company.

One of the challenges involved in managing a remote team is training, and this is where interactive marketing can play a key role. 

Solutions like Whisbi Video Broadcast and automated Q&A sessions can be used to streamline remote training and create a collaborative and productive environment even when team members are on different continents.

Here are some tips for effectively training your remote teams:

  • Use lots of personalization. Remote interaction can feel distant and isolating if you aren’t careful, so be sure to personalize your approach as much as possible. Maximize engagement and interaction.
  • Make things as practical as possible. When learning through a screen it’s easier to get confused and miss important details. Demonstrate often and show things in action.
  • Communicate very regularly. Check-in with your team members often, track progress closely, and address concerns as they arise.

Interactive marketing, combined with conversational marketing tools, is a powerful asset to modern businesses. 

It helps overcome many of the challenges involved in remote collaboration and brings customers and staff closer together even when they’re physically far apart, making it a powerful asset to a crisis communication strategy.

Most importantly, it helps build relationships and makes customers feel more connected with your brand, and that’s the essence of effective conversational marketing.