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Interactive Marketing: Advantages, types and examples of this effective Marketing tactic

From Mass Campaigns to Personalized Tactics in the Digital Age

Enrique R
Enrique R
6 min read

Internet marketing started like advertising, trying to reach the maximum possible audience.

If you can reach millions, you will surely get great results / conversions / profits, under that premise, many years passed in which the campaigns were aimed at a mass audience. Even when sectorizing or segmenting that audience, it was still thousands and even millions of people.

This changed with the advent of interactive marketing.

Interactive Marketing personalizes the marketing experience

With a focus more focused on customer preferences and tastes, interactive marketing strives to reach people directly.

This implies that even when it is part of a massive campaign, the actions are configured and the entire strategy revolves around acting on each potential client individually, something possible thanks to all the means that can be used in this type of marketing.

Interactive Marketing: Advantages, types and examples of this effective Marketing tactic

The objectives of interactive marketing represent a major challenge.

We are talking about using digital media and tools to reach many clients, at the same time that we personalize the experience, seeking maximum segmentation that is reflected in a high conversion rate that favors the company or project. To achieve this, different mechanisms are used.

Types of Interactive Marketing

Questionnaires : It is a way of accessing the basic and structured information of the clients, at the same time it can also give way to some type of specific advertising with extreme segmentation, sent to people according to the answers provided in the questionnaire.

Email : It is one of the most valuable resources in interactive marketing. It is still valid and functional, it also allows you to program responses according to the interaction of people with the emails received.

Thus, there can be an email addressed to 500 people with 15 options to click on a selection per person, then each of those 15 options would "trigger" a new specific email for that group of people.

Personalized content: It is something widely used by portals. While targeting isn't that specific, it leverages elements like demographics to include specific content.

Bidirectionality : By getting information to circulate in both ways, interactive marketing feeds itself and optimizes more and more techniques to achieve results. A clear example of this is the use mentioned before email.

Interactive Marketing: Advantages, types and examples of this effective Marketing tactic

Tips to optimize interactive marketing

When trying to improve an already complex process such as marketing, it is important to take into account some tips that will help you achieve the best results.

Take advantage of technological resources

There are many elements that will help you to reach customers directly, as well as to know what they think, using a forum as direct communication, the WhatsApp business App and similar resources, allows you to know at the moment what customers think of some campaign or product, before and after purchasing it.

Customize the experience

Do not be afraid to exaggerate in this regard, anyone would like to feel identified with what they read, the experience will be unique if you talk to that client about their needs from a close position.

Market segmentation

Although it is not the most advanced phase of content personalization, segmentation allows you to advance in a first layer of personalization that helps you optimize the content and better define your customers within an already clear segment.

Key factors that trigger conversion

It is important to determine what that element will be in interactive marketing.

The most normal thing is a click, but in some cases a video is used as a central element that should lead to a landing page, as a kind of filter to bring customers already interested in the product to the landing page.


This is very useful at the beginning, before you think about having visitors to a platform buy your product through interactive marketing, you have to bring them and keep them on the platform.

This can be done through contests, guides, giveaways.

Interactive Marketing: Advantages, types and examples of this effective Marketing tactic

Challenges of interactive marketing

As can be assumed, it is not easy to design strategies that are specifically focused on a certain audience. The first hurdle is information.

If you have 2000 visitors a day on a website, working with interactive marketing involves obtaining specific data from all those people or at least a good part of them.

As we have seen before, surveys are an efficient way to do it, although the number of potential clients means that only part of the data can be handled.

Getting the attention of customers is also a great challenge, there are millions of projects out there, highlighting automatically implies climbing a step above millions of other projects in the face of visitors or clients.

As a counterpart to challenges, interactive marketing has many advantages, such as:

Savings : By not depending on massive campaigns, you can work on optimized schemes that are supposed to yield a better result, this in turn strengthens a database of customers who have developed loyalty for the company / product.

Positioning : By having a certain number of loyal customers it is safer that they interact with your content, with your social networks and of course, this includes the positioning of your brand, not only at the SEO level, but also as an image in terms of references on the internet in general.

Interactive Marketing: Advantages, types and examples of this effective Marketing tactic

The most important element of interactive marketing

There is an element that if not applied, your interactive marketing strategy will hardly work. It's about the measurement of results.

In all phases, you must know and work on the number of visits, conversions, all this data will allow you to restructure the strategy and improve the final result.

Why is it said to be the most important element?

Because interactive marketing is not something that can be born suddenly, perfectly defined.

It necessarily goes through that study of results, changes in tactics, fine-tuning details.

There is no perfect marketing, there is perfected marketing, both in mass campaigns and interactive marketing, it is a reality, andd it is necessary to adapt to it.