Capturing and maintaining consumer attention is today more difficult than ever. Our attention span is low, while new marketing campaigns are popping up left, right, and centre. Traditional promotion techniques, therefore, fall short, so companies are having to look for new and unique ways to market their products and services. This is where interactive promotions are now standing out as a dynamic approach to building long-lasting customer relationships. Here’s everything you need to know.
What is interactive marketing?
Interactive marketing is all about creating a two-way conversation with consumers. People do not want to be talked at or sold to any more; they want to engage and connect with the brands they believe in. Interactive campaigns help you do just that by incorporating different interactive elements. Such promotions often tend to be themed or seasonal to make them even more engaging – a great example is the back to school promotion for school-related products and services.
Types of interactive promotions
1. Promotional contests
Contests have always been a popular marketing technique, but interactive contests take it one step further. This could be a certain challenge, a photo contest, a skill-based competition, or a creative writing contest that is rewarded by a prize. Companies can use this method to tap into people’s competitive nature, while gaining organic engagement on their social media channels. It is a chance to think outside the box and come up with a creative contest that customers will love to actively participate in!
2. Gamification
Gamification is adding a game element into the marketing campaigns, even when it comes to non-game contexts. For example, a company could transform a mundane task into an enjoyable gaming experience. In other cases, organisations create their own mobile games as a fun way to introduce their products to consumers. Loyalty programmes are always a great opportunity for gamification too, as points and rewards could be collected in various fun methods.
3. User-Generated Content (UGC)
UGC campaigns are all about inviting customers to create and share their own content that is related to a brand or their specific product. Again, this is a powerful technique to gain organic engagement as well as generate authentic marketing material on various channels. When done right, it also fosters a sense of community among the consumers. UGC can take different forms, from video submissions to social media posts.
4. Interactive quizzes and surveys
Everyone loves a good quiz, so brands are now increasingly including them into their own marketing efforts. This could be a simple knowledge challenge to win a prize or a whole tournament as an extended promotion. Interactive quizzes and surveys not only educate customers about products, but also entertain and engage them, building brand awareness.
What are the benefits of interactive promotions?
1. Enhanced engagement
Interactive promotions are naturally more engaging compared to passive advertising. They require customers to actively participate with them, which leads to more time engaged with the brand.
2. Data collection
Not all interactive promotions bring direct revenue, but they can be a strategic way to collect customer data. This information can then be used for future marketing strategies and personalised campaigns.
3. Brand awareness and loyalty
Interactive marketing creates memorable experiences, which boosts brand awareness and customer loyalty. People are more likely to remember your company when they participate in a fun and engaging interaction with it.
4. Viral potential
Great campaigns always have potential to go viral, especially those that encourage social media sharing. If successful, this could lead to a much wider reach and brand exposure.
How to create interactive campaigns?
So, where do you get started? It may sound simple, but to create an effective interactive campaign, businesses must consider a few important things.
First and foremost, the campaign must align with your unique brand values and the preferences of your audience. It can be creative, but it needs to make sense to your consumer.
In addition to this, the rewards or incentives should be actually meaningful. Ask yourself what your customers would truly get excited about and engage with the most. Make the campaign as shareable and accessible as possible to your target audience.
Tools and platforms
There are various tools and platforms that businesses can use to create interactive promotions. Easypromos is one of the leading solutions in the industry, supporting businesses with a wide range of options, from games and contests to UGC campaigns.
Before creating your campaign, you should have a clear understanding of what platforms you will be using for it, as all the steps afterwards will depend on it. For instance, some companies are now using VR (Virtual Reality) channels for interactive experiences, but such campaigns are highly targeted towards VR users and should be created accordingly.
Other considerations
As with any promotion, companies must consider the potential challenges and limitations that will come with it. You need to make sure that your contests are fair and comply with data protection regulations. Additionally, ensuring that you can manage large volumes of inquiries is crucial for a successful promotion. It is a good idea to have clear guidelines and terms for participation in order to avoid any issues down the line.
Final thoughts
When done right, interactive promotions are a powerful marketing tool. It is an opportunity for businesses to be bold and stand out from the competition, regardless of their industry or size.
