Interactive marketing consists of the ability to address an individual, remembering the reaction that has, and then re-interacting with that person in a way that takes into account their initial reaction.
Although it may seem synonymous, interactive marketing is not the same as online, although interactive marketing processes are facilitated by Internet technology.
What interactive marketing implies
The ability to remember actions or reactions is facilitated when collecting customer information online, to communicate again with the customer via the Internet. An example of the use of interactive marketing is Amazon, as the company manages a system in which customers record their preferences as they browse and are shown selections related to previous purchases or products consulted.
Interactive marketing also allows customers and prospects to participate in the process of creating the image of a brand in the minds of a certain market or target group. How does this happen? Because consumers ‘break into’ the brand message and complement or modify to suit their tastes the process of building the brand is done among many participants.
This type of experience, where the way a brand comes or is perceived by customers, has become a new trend that creates value among customers.
Customers now expect to give feedback and be welcomed by the brand. The approach of being persuaded about what to buy is becoming less and less used as the prospects want to contribute their messages and thus make a better brand.
