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Interactive marketing

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Interactive marketing is a dynamic form of marketing in which businesses directly engage with customers using digital technology[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 customer[4] interaction. Content marketing[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 social media[2], generating leads in sales[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.

Terms definitions
1. Content marketing ( 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. social media. Social media is a broad term encompassing a variety of digital tools and platforms that facilitate the sharing of information and the creation of virtual communities. Emerging from early systems like PLATO and ARPANET, it has evolved into modern platforms like Facebook and Twitter. These platforms offer unique features that differentiate them from traditional media, including the ability for users to generate content and engage in dialogic communication. They cater to over 100 million users globally and offer different forms of services, such as messaging apps and collaborative content creation platforms. The use of social media has far-reaching impacts on individuals, society, and businesses, influencing everything from marketing practices to political processes. However, it's also associated with ethical concerns, such as the spread of misinformation and potential addiction.

Interactive marketing, sometimes called trigger-based or 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 email, social media, and blogs.

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