I’ve been throwing around the words ‘interactive marketing’ lately and been met with odd looks. ‘We/You don’t do that’ is often the response. I started to wonder how many of us have changed our definition of what Interactive actually means in our marketing efforts. Am I just using the term incorrectly?
‘Interactive’ was once a term used just for web-based assets developed in flash or some other script. Now, its evolved into all that we do as conversation based communicators. Interaction is what we are requesting every time we put out a product for engagement. Blogs, social media, video are all forms of interaction with our audience. Products we hope they interact with and that leverage them to interact with each other. Is this what interactive marketing means to us and our colleagues?
Where once interactive may have described web-based applications that required users to click, they now demand that users communicate. Just as ‘marketing’ has changed, so has ‘interactive’.
How do you discuss ‘interactive’ marketing/communication efforts? Is everyone on board with this definition? If not, are you educating them?