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Marketing interactif

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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.

Définitions des termes
1. Marketing de contenu ( Content marketing ) Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. It has a rich history dating back to 1732, with examples like Benjamin Franklin's Poor Richard's Almanack and Johnson & Johnson's antiseptic wound treatment publication. The term was first used in 1996 and has since evolved with the rise of social networks and online platforms. Today, it is a vital tool used by brands like Red Bull and Mint.com to engage audiences and build brand loyalty. It is measured by various metrics, including visitor numbers, time spent on a page, click-through rates, and customer feedback. While it presents challenges like continuous content delivery and transitioning to a media publishing mindset, it also offers opportunities for sales conversion and innovation.
2. médias sociaux. Les médias sociaux sont un terme général qui englobe une variété d'outils et de plateformes numériques qui facilitent le partage d'informations et la création de communautés virtuelles. Issus des premiers systèmes comme PLATO et ARPANET, ils ont évolué vers des plateformes modernes comme Facebook et Twitter. Ces plateformes offrent des caractéristiques uniques qui les différencient des médias traditionnels, notamment la possibilité pour les utilisateurs de générer du contenu et de s'engager dans une communication dialogique. Elles accueillent plus de 100 millions d'utilisateurs dans le monde et offrent différentes formes de services, telles que des applications de messagerie et des plateformes de création de contenu collaboratif. L'utilisation des médias sociaux a des répercussions considérables sur les individus, la société et les entreprises, influençant tout, des pratiques de marketing aux processus politiques. Cependant, elle est également associée à des préoccupations éthiques, telles que la diffusion de fausses informations et la dépendance potentielle.

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.

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