{"id":19633,"date":"2025-04-14T11:29:30","date_gmt":"2025-04-14T09:29:30","guid":{"rendered":"https:\/\/staging.adictiz.com\/blog\/what-is-interactive-marketing-and-what-is-it-for\/"},"modified":"2025-07-23T12:14:07","modified_gmt":"2025-07-23T10:14:07","slug":"interactive-marketing","status":"publish","type":"post","link":"https:\/\/staging.adictiz.com\/en\/blog\/interactive-marketing\/","title":{"rendered":"What is interactive marketing and what is it for?"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;Texte&#8221; _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||40px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<span style=\"font-weight: 400\"><span style=\"color: #000000\"><strong>Interactive marketing<\/strong><\/span> is completely changing the relationship that companies have with their audience. Traditionally, marketing has been a <b>one-way conversation<\/b><span style=\"font-weight: 400\">. Whether it&#8217;s an advert on television or a publication in the press, until now consumers have had very few ways of interacting with brands.<\/span> <\/span><\/p>\n<p><span style=\"font-weight: 400\">With the internet and social networks, this is no longer the case. We can now comment on a brand&#8217;s posts. You can also<span style=\"font-weight: 400\"> ask them questions directly during a livestream, or send them suggestions for their next collections.<\/span>  <\/p>\n<p><span style=\"font-weight: 400\">In this article, we take a closer look at <strong>how brands and customers interact<\/strong> and the best ways to nurture this bond. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#F2F2F2&#8243; custom_margin=&#8221;||40px||false|false&#8221; border_radii=&#8221;on|10px|10px|10px|10px&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;20px|30px|20px|30px|true|true&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: center\"><span style=\"color: #0092ff\"><strong>SUMMARY<\/strong><\/span><\/p>\n<ul>\n<li><span style=\"text-decoration: underline;color: #000000\"><a href=\"#sommaire-1\" style=\"color: #000000;text-decoration: underline\">What is interactive marketing?<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline;color: #000000\"><a href=\"#sommaire-2\" style=\"color: #000000;text-decoration: underline\">The different types of interactive marketing<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline;color: #000000\"><a href=\"#sommaire-3\" style=\"color: #000000;text-decoration: underline\">The benefits and challenges of interactive marketing<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline;color: #000000\"><a href=\"#sommaire-4\" style=\"color: #000000;text-decoration: underline\">4 examples of interactive content<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline;color: #000000\"><a href=\"#sommaire-5\" style=\"color: #000000;text-decoration: underline\">What tools should you use to get started in interactive marketing?<\/a><\/span><span style=\"text-decoration: underline;color: #000000\"><\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=&#8221;section-1&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; min_height=&#8221;1358.8px&#8221; custom_margin=&#8221;||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text module_id=&#8221;sommaire-1&#8243; _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|700|||||||&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;25px&#8221; header_font_size=&#8221;25px&#8221; header_line_height=&#8221;1.3em&#8221; header_2_font=&#8221;Montserrat|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.3em&#8221; custom_margin=&#8221;||30px||false|false&#8221; link_option_url=&#8221;#sommaire-1&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>What is interactive marketing?<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.24.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; min_height=&#8221;49.4px&#8221; custom_margin=&#8221;||20px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400\">Le marketing interactif est une strat\u00e9gie qui se concentre sur<\/span><b> la mani\u00e8re dont les clients et prospects interagissent avec une marque<\/b><span style=\"font-weight: 400\">. Il implique donc de cr\u00e9er du contenu ou de diffuser un message qui suscite une r\u00e9action chez son audience.<\/span><\/p>\n<p>Cette interactivit\u00e9 peut prendre plusieurs formes :<\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">de la plus simple : comme un like ou un commentaire laiss\u00e9 sur une publication<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">\u00e0 des interactions plus pouss\u00e9es : le partage d\u2019UGC (Contenu G\u00e9n\u00e9r\u00e9 par les Utilisateurs) ou la participation \u00e0 un jeu concours publicitaire et interactif.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Il s\u2019agit donc d\u2019un changement majeur dans la mani\u00e8re dont communiquent les entreprises. Le client n\u2019est pas uniquement la cible d\u2019une action marketing. Il en devient l\u2019<b>acteur principal<\/b><span style=\"font-weight: 400\">.<\/span><\/span><\/p>\n<p><span style=\"font-weight: 400\">De plus, le marketing interactif n\u2019a pas pour unique objectif d\u2019inciter un prospect \u00e0 acheter un produit (comme c\u2019est le cas d\u2019une publicit\u00e9 classique). Celui-ci est invit\u00e9 \u00e0 <b>interagir avec le contenu marketing,<\/b><span style=\"font-weight: 400\"> que ce soit en participant \u00e0 un concours, <\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\"><a href=\"https:\/\/staging.adictiz.com\/project\/sondage\/\" style=\"color: #000000;text-decoration: underline\"><span style=\"font-weight: 400\">en r\u00e9pondant \u00e0 un sondage<\/span><\/a><\/span><\/span><span style=\"font-weight: 400\"> ou en jouant \u00e0 une <\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\"><a href=\"https:\/\/staging.adictiz.com\/playable-ads\/\" style=\"color: #000000;text-decoration: underline\">Playable Ads<\/a><span style=\"font-weight: 400\">.<\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400\">Cette strat\u00e9gie centr\u00e9e sur le client permet de<\/span><b> renforcer la relation<\/b><span style=\"font-weight: 400\"> entre ce dernier et la marque. En effet, cette derni\u00e8re lui montre plus de consid\u00e9ration (en lui demandant son avis ou en lui offrant des r\u00e9compenses).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Mais elle permet aussi aux entreprises de<\/span><b> collecter et d\u2019<\/b><span style=\"text-decoration: underline\"><span style=\"color: #000000\"><a href=\"https:\/\/staging.adictiz.com\/blog\/potentiel-de-segmentation\/\" style=\"color: #000000\"><b>activer de la donn\u00e9e first party<\/b><\/a><\/span><\/span><b>. <\/b><span style=\"font-weight: 400\">Le contenu interactif suscite des actions \u00e0 partir desquelles la marque pourra mieux comprendre les attentes de ses consommateurs. Plus efficace pour r\u00e9pondre \u00e0 ses besoins !<\/span><\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; min_height=&#8221;26.4px&#8221; custom_padding=&#8221;||17px|||&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][et_pb_text module_id=&#8221;sommaire-2&#8243; _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|700|||||||&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;25px&#8221; header_font_size=&#8221;25px&#8221; header_line_height=&#8221;1.3em&#8221; header_2_font=&#8221;Montserrat|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.3em&#8221; custom_margin=&#8221;||30px||false|false&#8221; link_option_url=&#8221;#sommaire-1&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>The different types of interactive marketing <\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; min_height=&#8221;49.4px&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">Interactive marketing encompasses<\/span><b> many different types of initiatives and formats.<\/b> <span style=\"font-weight: 400\">It depends on the objectives it wishes to achieve, but also on its brand universe and the specific characteristics of its audience. Companies can choose their interactive content from the following options:  <\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_line_height=&#8221;1em&#8221; header_line_height=&#8221;1.5em&#8221; header_3_font=&#8221;Montserrat||||||||&#8221; header_3_text_color=&#8221;#0092ff&#8221; header_3_line_height=&#8221;1.5em&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3><strong>Interactive storytelling <\/strong><\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||40px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">A very simple form of interactive marketing is simply to<\/span><b> make your content more dynamic<\/b><span style=\"font-weight: 400\">. This might involve adding animations or infographics to a newsletter or blog post.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But companies can go further<\/span><b> by inviting readers to give their opinion<\/b><span style=\"font-weight: 400\"> in comments or by sharing a quiz to test their knowledge of the subject covered.<\/span> <\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp&#8221; alt=&#8221;Catalogue of gamification games&#8221; title_text=&#8221;catalogue-mobile-games&#8221; url=&#8221;https:\/\/staging.adictiz.com\/catalogue-adictiz\/&#8221; src_tablet=&#8221;https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp&#8221; src_phone=&#8221;https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux-mobile.webp&#8221; src_last_edited=&#8221;on|phone&#8221; _builder_version=&#8221;4.23.4&#8243; _module_preset=&#8221;default&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; src__hover_enabled=&#8221;on|desktop&#8221; src__hover=&#8221;https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_line_height=&#8221;1em&#8221; header_line_height=&#8221;1.5em&#8221; header_3_font=&#8221;Montserrat||||||||&#8221; header_3_text_color=&#8221;#0092ff&#8221; header_3_line_height=&#8221;1.5em&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3><strong>Personalised marketing content <\/strong><\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||40px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<span style=\"font-weight: 400\">Interactive content essentially makes it possible to collect first-party data on its audience. This data can then be used to propose other <strong>content<\/strong> and <b>personalised<\/b> offers that are more relevant to customers. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The more companies know about their audience, the more they can :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">create qualitative experiences (which in turn will make them want to interact with them even more)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">direct them to the right offer (via product recommendations, for example, etc.)<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_line_height=&#8221;1em&#8221; header_line_height=&#8221;1.5em&#8221; header_3_font=&#8221;Montserrat||||||||&#8221; header_3_text_color=&#8221;#0092ff&#8221; header_3_line_height=&#8221;1.5em&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3><strong>Two-way interactions<\/strong><\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||40px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<span style=\"font-weight: 400\">The ultimate level of interactivity between a brand and its audience is two-way interaction. These offer consumers a much more active way of participating, thanks to <span style=\"font-weight: 400\">animations such as quizzes, simulators, marketing games and interactive videos.<\/span> <\/p>\n<p><span style=\"font-weight: 400\">The <strong>customer becomes the hero of the marketing support<\/strong> and acts in a very concrete way to achieve a given goal. <span style=\"font-weight: 400\">For example, to win gifts or loyalty points, test their knowledge, access exclusive content, etc.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=&#8221;section-2&#8243; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; module_alignment=&#8221;center&#8221; custom_margin=&#8221;||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_divider _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; min_height=&#8221;18.4px&#8221; custom_margin=&#8221;-33px||||false|false&#8221; custom_padding=&#8221;||17px|||&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][et_pb_text module_id=&#8221;sommaire-3&#8243; _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|700|||||||&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;25px&#8221; header_2_font=&#8221;Montserrat|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.3em&#8221; custom_margin=&#8221;||30px||false|false&#8221; link_option_url=&#8221;#sommaire-1&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>The benefits and challenges of interactive marketing <\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.24.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||20px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400\">Le marketing interactif pr\u00e9sente des avantages significatifs pour les marques, d\u2019autant plus dans un contexte o\u00f9 <\/span><b>les consommateurs s\u2019attendent \u00e0 ce que les marques \u00e9changent avec eux<\/b><span style=\"font-weight: 400\"> de mani\u00e8re beaucoup plus active.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Ancr\u00e9 dans les comportements et attentes de ses clients, le contenu interactif permet de <\/span><b>mieux r\u00e9pondre \u00e0 leurs besoins et donc d\u2019<span style=\"text-decoration: underline;color: #000000\"><a href=\"https:\/\/staging.adictiz.com\/blog\/maximiser-les-conversions\/\" target=\"_blank\" rel=\"noopener\" style=\"color: #000000;text-decoration: underline\">augmenter ses ventes<\/a><\/span>.<\/b><span style=\"font-weight: 400\"> La personnalisation associ\u00e9e au <\/span><span style=\"color: #000000\"><span style=\"font-weight: 400\">marketing interactif entra\u00eene ainsi davantage de conversions<\/span><\/span><span style=\"font-weight: 400\"> mais aussi une plus grande r\u00e9tention de ses clients actuels.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Dans l\u2019ensemble, le marketing interactif peut donc :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">stimuler les ventes,<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">am\u00e9liorer la satisfaction des clients\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">et ouvrir la porte au <\/span><a href=\"https:\/\/staging.adictiz.com\/blog\/tendances-adtech-marketing\/\"><span style=\"font-weight: 400\">marketing automatis\u00e9<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Mais cette strat\u00e9gie de marketing pr\u00e9sente aussi des d\u00e9fis. L&#8217;un des principaux obstacles que les entreprises devront surmonter est<\/span><b> le choix du bon format interactif et du meilleur canal<\/b><span style=\"font-weight: 400\"> pour le diffuser. Les options sont multiples et les marques devront donc cibler les contenus et strat\u00e9gies de diffusion les plus pertinentes en fonction de leurs objectifs. <\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=&#8221;section-4&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text module_id=&#8221;sommaire-4&#8243; _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|700|||||||&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;25px&#8221; header_4_font_size=&#8221;20px&#8221; custom_margin=&#8221;||30px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>4 examples of interactive content<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.24.2&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||20px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400\">Pour les entreprises qui souhaitent se lancer dans le marketing interactif, il est possible de <\/span><b>miser sur plusieurs formats. <\/b><span style=\"font-weight: 400\">Parmi les plus efficaces, on retrouve :\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><b>Le jeu marketing : <\/b>c<span style=\"font-weight: 400\">r\u00e9er un jeu concours interactif engageant est le moyen le plus \u00e9vident d\u2019inciter sa communaut\u00e9 \u00e0 interagir avec son contenu. Que ce soit en lan\u00e7an<span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\">t <\/span><\/span><\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\"><a href=\"https:\/\/staging.adictiz.com\/project\/roue-de-la-chance\/\" style=\"color: #000000;text-decoration: underline\"><span style=\"font-weight: 400\">une roue de la chance<\/span><\/a><span style=\"font-weight: 400\">\/<\/span><\/span><\/span><a href=\"https:\/\/staging.adictiz.com\/project\/bandit-manchot\/\"><span style=\"font-weight: 400\"><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\">un bandit manchot<\/span><\/span><\/span><\/a><span style=\"font-weight: 400\">, en participant \u00e0 <\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\"><a href=\"https:\/\/staging.adictiz.com\/project\/quiz\/\" style=\"color: #000000;text-decoration: underline\"><span style=\"font-weight: 400\">un quiz<\/span><\/a><\/span><\/span><span style=\"font-weight: 400\"> ou en soumettant <\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\"><a href=\"https:\/\/staging.adictiz.com\/project\/concours-photo\/\" style=\"color: #000000;text-decoration: underline\"><span style=\"font-weight: 400\">une photo dans le cadre d\u2019un concours<\/span><\/a><\/span><\/span><span style=\"font-weight: 400\"><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\">,<\/span><\/span> le client est principal acteur de la campagne.<\/span><\/li>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/staging.adictiz.com\/blog\/live-shopping-gamification\/\"><b><span style=\"text-decoration: underline\"><span style=\"color: #000000;text-decoration: underline\">Le Live shopping<\/span><\/span><\/b><\/a><b> :<\/b><span style=\"font-weight: 400\"> le streaming en direct permet d\u2019\u00e9changer plus facilement avec son audience, de r\u00e9pondre \u00e0 ses questions et de montrer ses produits de mani\u00e8re plus interactive.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>L\u2019UGC : <\/b><span style=\"font-weight: 400\">le contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs est un vecteur int\u00e9ressant pour faire de ses clients des ambassadeurs de marque \u00e0 part enti\u00e8re.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Le chatbot : <\/b><span>cet outil de marketing conversationnel est aussi interactif par essence puisqu\u2019il permet d\u2019engager la conversation avec ses prospects. <\/span><span style=\"color: #000000\"><a href=\"https:\/\/www.lesdigivores.ch\/essor-intelligence-artificielle-outils-applications\/\" style=\"color: #000000\"><span>L\u2019IA permettra facilement d\u2019automatiser<\/span><\/a><\/span><span> et de personnaliser ses \u00e9changes pour r\u00e9pondre au mieux aux besoins de l\u2019interlocuteur.<\/span><\/li>\n<\/ol>\n<p>[\/et_pb_text][et_pb_text module_id=&#8221;sommaire-5&#8243; _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|700|||||||&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;25px&#8221; header_4_font_size=&#8221;20px&#8221; custom_margin=&#8221;||30px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><strong>What tools should you use to get started in interactive marketing?<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#000000&#8243; text_font_size=&#8221;16px&#8221; custom_margin=&#8221;||20px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400\">Pour mettre en place une campagne r\u00e9ussie, les marques devront pouvoir compter sur des<\/span><b> outils qui leur facilitent la production de contenu<\/b><span style=\"font-weight: 400\"> engageant d\u2019une part. Mais elles auront \u00e9galement besoin de solutions pour faciliter la collecte et l\u2019activation des donn\u00e9es que ces contenus interactifs permettent de g\u00e9n\u00e9rer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Dans <\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000\"><a href=\"https:\/\/www.salesforce.com\/fr\/form\/marketing\/conf\/8th-state-of-marketing\/?leadcreated=true&amp;redirect=true&amp;sfuuid=1c22f418-ee34-4f66-9821-201ae99dc407&amp;chapter=&amp;d=7013y000002lvV9AAI&amp;player=&amp;nc=7013y000002lvdCAAQ&amp;videoId=&amp;playlistId=&amp;utm_source=bdm&amp;utm_medium=display&amp;utm_campaign=emea_fr_esmblobaw&amp;utm_content=pg-fr-multi-product-smb-guide-article_7013y000002lvdcaaq7013y000002lvV9AAI&amp;bc=HA\" style=\"color: #000000\"><span style=\"font-weight: 400\">une r\u00e9cente \u00e9tude men\u00e9e par Salesforce<\/span><\/a><\/span><\/span><span style=\"font-weight: 400\">, les sp\u00e9cialistes du marketing pr\u00e9sentent les outils qu\u2019ils utilisent le plus pour <\/span><b>cr\u00e9er un contenu interactif <\/b><span style=\"font-weight: 400\">;<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">90 % des participants se basent sur <\/span><b>un CRM <\/b><span style=\"font-weight: 400\">pour faciliter la collecte de donn\u00e9es et le suivi de chaque lead ;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">89 % utilisent<\/span><b> des plateformes ABM <\/b><span style=\"font-weight: 400\">(soit des plateformes en self service pour pousser des messages personnalis\u00e9s \u00e0 vos comptes cibles). Avec Adictiz, par exemple, vous pouvez facilement <\/span><span style=\"text-decoration: underline\"><span style=\"color: #000000\"><a href=\"https:\/\/staging.adictiz.com\/solution-adictiz\/\" style=\"color: #000000\"><span style=\"font-weight: 400\">choisir votre format de jeu interactif<\/span><\/a><\/span><\/span><span style=\"font-weight: 400\"> et piloter votre campagne marketing de A \u00e0 Z\u00a0 (personnalisation, diffusion, segmentation des donn\u00e9es collect\u00e9es et retargeting) ;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">62 % ont recours \u00e0 l<\/span><b>\u2019Intelligence Artificielle<\/b><span style=\"font-weight: 400\"> pour faciliter la personnalisation de leur contenu interactif.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400\">Le marketing interactif est donc un vecteur tr\u00e8s int\u00e9ressant pour engager son audience et r\u00e9activer ses prospects \u00e0 chaque \u00e9tape du funnel de conversion. N\u2019h\u00e9sitez pas \u00e0 <\/span><\/i><span style=\"text-decoration: underline\"><span style=\"color: #000000\"><a href=\"https:\/\/staging.adictiz.com\/demo\/\" style=\"color: #000000\"><i><span style=\"font-weight: 400\">demander une d\u00e9mo de notre solution<\/span><\/i><\/a><\/span><\/span><i><span style=\"font-weight: 400\"> pour int\u00e9grer l&#8217;interactivit\u00e9 et la gamification \u00e0 vos futures campagnes marketing !<\/span><\/i><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interactive marketing is completely changing the relationship that companies have with their audience. Traditionally, marketing has been a one-way conversation. Whether it&#8217;s an advert on television or a publication in the press, until now consumers have had very few ways of interacting with brands. With the internet and social networks, this is no longer the [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":14768,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[69,25],"tags":[54,78],"dipi_cpt_category":[],"class_list":["post-19633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation","category-capter-lattention","tag-campagne-marketing","tag-gamification"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is interactive marketing and what is it for?<\/title>\n<meta name=\"description\" content=\"Interactive marketing definition, benefits and our advice on creating an interactive advertising competition.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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