[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Texte” _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Static marketing is a thing of the past.<\/b><\/p>\n
<\/span>Consumers now aspire<\/span> to be able to connect with brands<\/b>, submit ideas, interact with their content or participate in the creation of their future products.<\/span><\/p>\n As a result, traditional one-way strategies don’t work as well as they used to. These are <\/span>brands that opt for interactive marketing<\/b> to engage their audience, create a real bond with their community and build customer loyalty.<\/span><\/p>\n In this article, we share with you the keys to interactive marketing<\/b>. We also explain which levers to use and which strategy to put in place to boost brand awareness and maximise conversions. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” min_height=”915.2px” custom_margin=”||||false|false” custom_padding=”||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.21.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n We’re not telling you anything when we say that<\/span> capturing consumers’ attention<\/b> has become the hobbyhorse of marketing professionals. This is all the more true when you consider that every day.., <\/span>the average person is exposed to over 1,200 advertisements<\/span><\/a>.<\/span><\/span><\/p>\n As a result, attracting the attention of your target audience has become increasingly complex. To engage consumers who are bombarded with advertising messages, <\/span>companies need to stand out from the crowd. <\/b><\/p>\n And<\/span> that’s where interactive marketing comes in.<\/b><\/p>\n Interactive marketing is a strategy that involves<\/span> engaging your audience by inviting them to interact with your content in a fun way<\/b>. It is not a one-way communication (like a TV ad or a promotional publication on social networks), but a two-way dialogue between the brand and its audience (prospects and customers).<\/span> <\/p>\n [\/et_pb_text][et_pb_divider show_divider=”off” _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”15px||||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text module_id=”sommaire-1″ _builder_version=”4.21.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In theory, the definition of interactive marketing is very broad and can encompass numerous levers\/media. To better understand what it’s all about, it’s therefore more interesting to go into practice with <\/span> concrete examples of interactive campaigns. <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Marketing games are interactive by nature. They allow you to engage your audience by <\/span>encouraging them to take part in a competition to win gifts and benefits. To do this, they can <\/span>take a quiz<\/span><\/span><\/span><\/a>, <\/span>complete a test<\/span><\/span><\/span><\/a> or simply <\/span>throw a one-armed bandit<\/span><\/span><\/span><\/a>. C\u2019est aussi un excellent moyen de <\/span>collect first party data<\/span><\/a><\/span><\/span> (via the participation form).<\/span> <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Another excellent way of engaging your audience is to<\/span> ask them questions or ask for their opinion.<\/b> Polls and surveys<\/span><\/span><\/span><\/a> allow you to start a discussion with your consumers and find out more about their habits and expectations.<\/span> <\/p>\n This customer feedback will be extremely valuable for redirecting their offer, improving their shopping experience, etc. For example, companies can activate this data by personalising their mailings according to the responses given by their audience. <\/span><\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Brands can also engage their audience by encouraging them<\/span> to create content around their product <\/b>and then share it on their own communication channels.<\/span> UGC<\/span><\/span><\/a> is not only an excellent way of enhancing the value of your customers, but also of generating reliable and authentic content, ideal for gaining visibility and animating your community.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Unlike traditional advertising,<\/span> playable ads are interactive and playable<\/b>. This is what makes them stand out in<\/span> today’s advertising landscape<\/span><\/span><\/span><\/a>which is becoming increasingly saturated. The person viewing the ad will be able to take part in a marketing game to discover a new product or win a gift. <\/span><\/p>\n The interactive format is ideal<\/span> for engaging your audience by adding CTAs<\/b> directly into the video to encourage them to discover a product sheet, for example.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Consumers like to feel valued by brands. And personalisation is an excellent way of <\/span> showing them that they are heard and understood.<\/b> The simple act of sending an email to a recipient (mentioning their first and last name) can be a form of interactive marketing. <\/span><\/p>\n\n
What is interactive marketing?<\/strong><\/h2>\n
The different types of interactive marketing<\/strong><\/h2>\n
Brands that opt for interactive marketing can use several types of formats:<\/b> <\/span><\/p>\nA sports video competition to challenge game fans<\/strong><\/h3>\n
Launch a poll or survey<\/strong><\/h3>\n
Encourage the creation of UGC (User Generated Content)<\/strong><\/h3>\n
Sharing playable ads<\/strong><\/h3>\n
Personalised content and interactive storytelling <\/strong><\/h3>\n