Learn about the concept of Interactive Communication and discover what its applications are in marketing

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The Internet has grown exponentially, to the point that content production has surpassed its consumption. In other words, in the digital environment there are more voices speaking than ears ready to listen and eyes to pay attention to visual content.

In this context, Interactive Communication can be a saving measure for those who wish to highlight their strategy in the market .

This type of content offers a more personalized experience in office 365 database customer communication and increases the engagement rate. In this article, you will understand some key points about this solution, as we cover the following points:

What is Interactive Communication?
Why should we pay attention to this type of content?
How can we use Interactive Communication?
What are the best tools?
What is Interactive Communication?
Interactive Communication is the combination of traditional Inbound Marketing content and technology in order to provide a personalized and fun experience for the user .

This interaction allows for a higher engagement rate.

Nowadays, we can find numerous types of interactive digital content. Below is a list of the most common ones:

quizzes;
infographics ;
landing pages ;
evidence;
games;
ebooks ;
calculators.
In the past, Interactive Communication was very limited, since technology did not allow the implementation of certain strategies. However, today, with the development of Artificial Intelligence and its use in the media, interactivity allows the delivery of content that is more appropriate for each client's stage .

For example, by conducting a quiz or test we can discover which products in your catalogue generate the most interest for your customers. This way, in the next interaction, you can send content that is more tailored to their needs and expectations.

Why should we pay attention to this type of content?
In the mid-2010s, digital marketing reached the point that expert Mark Schaefer called content shock . Simply put, digital content production continued to grow, but demand for that content remained the same.

The result could not be otherwise: the vast majority of content did not receive adequate attention from the public . According to a BuzzSumo survey , 50% of the posts produced receive less than eight shares. In addition, three out of four do not receive links from other publications.

An important conclusion emerges from this diagnosis: there is a lot of irrelevant content out there! With that in mind, it was necessary to think of a solution that was materialized through interactivity.

Interactive content is the bet of the major marketing specialists for the coming years. After a decade of mass production of posts, rich content and other texts, interactivity has arrived to inject fresh air into the market.

It is important to emphasize that Interactive Communication will not “save” Content Marketing or replace other forms of content. On the contrary, it comes as another tool to compose the strategy, thus providing a series of advantages. Below, we highlight the main ones.


Real-time feedback
Let's say you send a short test to your client. This content will provide two types of information: the data that the user has provided in the interactive form and also the acceptance of the format itself.

If the feedback from interactions is very low, it means that the material is not as relevant as you thought. Therefore, it is time to promote changes to achieve greater engagement, which is only possible thanks to this feedback derived from interactivity.

Personalization
With the feedback you receive, you can adopt a greater degree of personalization in the future materials you send to the user.

The information provided in a test can serve as material to inspire an infographic, for example, or even a specific product advertisement that is relevant to the customer at a given moment.

Loyalty
Fun is the hallmark of Interactive Communication. For consumers, it is very interesting to receive a calculator and know, for example, how much they need to save per month to take the trip of their dreams.

For this reason, people really interact with the content and this is reflected in customer loyalty . Every time they receive a communication from that brand, they will have a good experience, which will undoubtedly influence their purchasing decision.

How can we use Interactive Communication?
Since 2018, Interactive Communication has been part of the marketing plan of American and Canadian companies. In this way, we can use the experiences of North America as inspiration in the use of these resources.

Interactive content should be used in parallel with traditional communication. This is because each of them plays a different role in the Digital Marketing strategy.

While traditional media speaks well to general audiences, interactive media is more successful with specific audiences.

Therefore, interactivity can be used to resolve a customer's doubts about a product or service before closing a deal. It is also possible to guide the audience throughout the entire purchasing process, leading them to make the most effective decision based on their needs.

Thinking from the point of view of Integrated Communication , we can involve the internal public through Interactive Communication.

For example, in a project that requires collaboration between different departments, it is important to have a tool that allows collaborators to update data, monitor progress and stay motivated.