Interactive marketing

Marketing that goes beyond just making a sale and strives to personally serve each customer is called interactive marketing. Find out how it can help your business thrive.

Interactive marketing is a type of marketing where the emphasis is on dialogue between people rather than the traditional transaction model.

This is a personal service which focuses upon customer needs with the aim of fulfilling those needs. This is a two way process in which the marketing agency talks to the customer, finds out what they want and then delivers. 

Hence the use of the term "interactive marketing." By this we mean a two way process in which both parties get what they want. But to do so means spending time with all your customers so that you can tailor your services to meet their needs.

Customer engagement

This is at the heart of interactive marketing. This is where it differs from other forms of marketing in that a greater effort is made to engage with the customer, building rapport and trust in order to deliver a service that suits their individual needs. It’s all about going that bit further to ensure that your customer is satisfied and feels valued.

A valued customer is more likely to buy from you again and, to recommend you via word of mouth to family and friends. This will spread your reach and help build your reputation as well.

Go the extra mile

This may seem like a cliché but nevertheless, it happens to be true. People remember those companies who were prepared to look after them and go that bit extra to ensure that their needs were met. And in some cases, the company has ‘over-delivered’ in order to satisfy the customer and ensure their continuing loyalty.

Personal service

This is what it is about. As a customer you want to feel important, that your custom is respected and valued. Any business or agency worth its salt will realize this and take steps to ensure that their customers have a highly rewarding experience.

This means using a variety of marketing tools such as social media, direct mail and online promotions in order to find out a customer’s individual likes and dislikes. Once you have this information you can target your products or services in their direction. Plus you can develop a marketing strategy around these individual needs.

To do so means finding out what your customer is interested in, offering them a range of goods or services which fit in with their interests and then measuring the results.

Interactive marketing plan

This is not something which you can do on the spur of the moment. It requires careful consideration, knowledge about customer likes and dislikes and ways of measuring the results. Use SMS, social media or interviews as methods for acquiring this information.

Treat every customer as if they are special. Take time to find out what they like and need and then fulfill this need. Discuss any issues they may have and deal with their complaints fairly and sympathetically. Remember: you need them more than they need you.

Adaptive Consultancy is a London-based digital agency company specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. For more on internet marketing services visit

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