With Interactive Marketing, Digital Outreach Becomes Bidirectional

With Interactive Marketing, Digital Outreach Becomes Bidirectional
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It’s been a staple of the fast food industry for years. Say a customer were to walk into a McDonald’s and order a Big Mac; the cashier would instinctively ask, “Would you like fries with that?” That one request by the customer automatically triggers a response that often leads to an upsell. If the customer answers, “Sure,” and orders a medium fries, his order value just increased by $1.79. Now throw in an offer for a medium Coke as well and his total order goes from $3.99 for the Big Mac alone to more than $7. In asking that one simple question, the pimply-faced, minimum-wage-earning teenager behind the counter at McDonald’s just engaged in a rudimentary form of a very specialized kind of marketing in which offers are tailored in direct response to something the consumer does. Called interactive marketing, this approach goes a lot further than the McDonald’s scenario; think of it as trigger-based or event-based marketing, powered by sophisticated analytics, artificial intelligence, and machine learning, with a bidirectional twist. “Interactive marketing is the ability to ensure not only that the customer is engaged with you, but to assure the customer that you heard him. It is actively and continuously helping the customer meet his goals,” says Kyle Christensen, vice president of product innovation at Katabat, a customer experience management software provider. Interactive marketing is a new stage of customer engagement that goes beyond the boundaries of personalized marketing. “With personalized marketing, companies gathered information about the customer, […]

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