A recent read of a post by Colin Drummond, is inspiration for this short post to clarify misconceptions around the terms, “Interactive Marketing” & “Digital Marketing”.
- Interactive Marketing is NOT the same as Digital Marketing and not to be used interchangeably. I agree.
- Interactive Marketing (thanks again Colin) is two-way communication, users and creators inter-dependent, the total experience not nearly as useful, interesting or entertaining if it’s only one-way. When Interactive Marketing is executed via Digital Channels, duh! it’s Digital Marketing.
But this interactivity can and should be extended across channels.
Good Interactive planning should encompass using insights/learning to define clear end goals, flows and interfaces to facilitate two way interactions that aid completion of these goals - channel & technology agnostic.
Needless to say, measurement of key performance metrics of this 2 way communications across the decision journey & goal completions is a given.