Interactive marketing

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Interactive marketing, a vibrant marketing technique, employs digital technology to actively engage customers, and has been a significant part of e-commerce since 1995. This approach leverages platforms such as, launched in 1999, to facilitate direct customer engagement[1]. A subcategory of interactive marketing, content marketing, started gaining momentum in the late 1990s, and the establishment of Hubspot in 2006 further boosted its popularity. Presently, interactive marketing is extensively utilized for social media communication, lead generation in sales funnels, and crafting content relevant to the audience. This strategy aids businesses in establishing themselves as market leaders, generating inbound leads via gated content, and nurturing relationships.

Terms definitions
1. customer engagement. Customer engagement, a concept introduced between 2006 and 2008, refers to the interaction and engagement of consumers with a brand or business. This interaction can occur in both physical and digital environments and significantly influences marketing strategies. It encompasses the collaborative creation of personalized experiences, with immersion, passion, and activation being key aspects. Nevertheless, ethical issues may emerge, particularly in relation to optimizing user engagement. Technology is a critical component in customer engagement, promoting an interactive environment and establishing links between consumers and businesses. Social media platforms also have a profound impact on customer engagement, with content and influencer activities shaping engagement tactics. Measuring customer engagement is essential, with metrics such as likes, responses, and retweets on Twitter serving as indicators. This intricate interplay between companies and their customers is geared towards fostering loyalty and long-term relationships.

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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