Interactive marketing is a dynamic form of marketing in which businesses directly engage with customers using digital technologie[3]. This strategy, seen as a crucial component of e-commerce, has been prevalent since 1995. It involves using platforms like Salesforce.com, established in 1999, to foster direct client[4] interaction. Marketing de contenu[1], a subset of interactive marketing, gained traction in the late 1990s and was further propelled by the founding of Hubspot in 2006. Today, interactive marketing is used widely for communication via médias sociaux[2], generating leads in ventes[5] funnels, and creating audience-relevant content. This approach helps position companies as industry leaders and generates inbound leads through gated content and nurturing relationships.
Marketing interactif, sometimes called trigger-based ou event-driven marketing, is a marketing strategy that uses two-way communication channels to allow consumers to connect with a company directly. Although this exchange can take place in person, in the last decade it has increasingly taken place almost exclusively online through courriel, médias sociauxet blogs.