We’ve answered whether your company can benefit from an interactive marketing strategy (The answer: A resounding “yes!”). We’ve illustrated how interactive marketing strategies encourage direct interactions between a consumer and a brand by creating omnichannel experiences and leveraging effective data collection. And we’ve showed how everyone, from beer and wine to retail and cannabis, can benefit from experiential campaigns.
Now it’s time to show you what a strategy should actually include.
To help illustrate the components of a comprehensive interactive campaign, we’ll discuss how to outline your goals, choose the right technology, and execute on the logistics of the campaign. Finally, we’ll show how to demonstrate success.
Interactive and traditional marketing share some similarities, including:
- Getting a budget approved
- Communicating value to clients
- Establishing key metrics
Let’s review some of the differences.
Components of a Comprehensive Interactive Marketing Strategy
As with digital marketing campaigns, it’s important to outline your unique goals. Keep in mind that these campaigns engage users in different ways—so it’s important to keep the user experience a top-line consideration. While these campaigns utilize digital technology, they also provide an in-person experience.
Ask yourself the following:
- What is the intended reaction you’d like from users?
- How will you measure action?
- Are you aiming for huge, multi-user experiences or intimate, individual engagement?
Your goals and expectations must set the stage for your campaign. It’s also important to consider your industry at this time. For example, the goals and expectations for the cannabis and alcohol industries will differ from those for retail and real estate. Whereas marketing success in highly regulated industries such as medical marijuana is contingent on compliance, retail is far more lax.
After outlining your expectations, it’s important to select the right technology to pair with your messaging and content. From multi-touch monitors to touchscreen kiosks, there are numerous surface options available these days. At this point, it’s time to envision both the creative concepts and the execution behind your campaign. How will information be presented? Are you utilizing existing information from a website or creating new content? It’s vital to match hardware with your resources.
Choosing the correct hardware depends on answering three important questions.
- What is the intended user experience?
- What information will be presented?
- How important is technology to your campaign?
Answering these questions will give you an idea of the requirements you need for your interactive experience.
Once you’ve selected hardware, it’s time to outline the logistics of your campaign. Experiential campaigns require additional resources to execute—and it’s important to know the details before you move forward. From creating content to actually installing hardware and software to obtaining the necessary contracts and permits to use venues, digital marketing campaigns require you to dabble in both the digital and physical worlds. Because your budget and timeline are at stake, deliverables must be accurate.
Demonstrating Success with Software
While successful implementation of a campaign is important to get it off the ground, it’s crucial to know how to measure the ROI of your strategies. It’s important to know what kind of data you’re going to track and measure. Luckily, technology is making this much easier, as software enables businesses to track user activity through surveys, interviews, and feedback.
When paired with the right software, these campaigns provide data that allow brands to cater to target audiences. Digital interactions are not only something that brands can capture—they’re also something they can learn from. For example, cannabis companies use data to sell products and stay compliant in a highly regulated industry. Interactive tools with robust tracking capabilities provide dispensaries with direct insight into who’s engaging with what ads. This helps measure ad consumption and long-term impacts, so content is catered to the right people at the right time.
No matter how complex your campaign is, it’s important to establish benchmarks and collect data from your points of interaction. You must know what a conversion looks like and how you’re planning on implementing an ongoing data collection strategy. This will allow you to determine both short-term and long-term ROI of your efforts. While immediate interactions with a single campaign are important, having a sustainable interactive marketing strategy helps turn customers into brand loyalists.
It’s a crowded marketplace. Interactive experiences help brands build equity and customer loyalty. By combining the best hardware with the best software, digital marketing campaigns not only encourage users to interact with technology—which increases exposure—they enable them to interface with a brand. Providing a truly immersive experience that embodies a brand’s personality and product allows businesses to differentiate themselves.