Companies are starting to see the value in interactive media marketing. In the past digital platforms have been used like conventional advertising. This strategy is like fishing without bait and expecting to catch a fish. Keeping with the fishing metaphor; companies must no longer throw out an ad and expect consumers to come to them. They have to attract consumers and the best way to do that is through interactive media and appealing marketing strategies.

Old Spice Gets Interactive

In 2010, Old Spice decided to give Interactive Media a go. They launched The Man Your Man Could Smell Like campaign. It quickly went viral. The initial video received over 48 million views on YouTube, and was shared across all social media. With all the attention their video was receiving Old Spice could have ended their efforts there. However they understood the importance of interactive media and began answering questions from AskYahoo and Twitter.

It’s this interaction with their audience that propelled the Old Spice brand to the top spot of body wash. The results of the campaign was a 107% total increase in sales over previous year, and 80,000 new Twitter followers in 2 days!

Interactive Media

So what’s interactive marketing? It’s pretty simple really, it’s about maximizing interaction between producers and consumers. It’s not so cut and dry as reaching out however, consumers are now able to choose what information reaches them and so companies must adapt. In this digital age the most successful marketing campaigns are ones which not just reach out to the consumer but begins an interactive exchange. The consumer can be the greatest asset, when you appeal to them and show them you are taking an active interest, they are motivated to share your ad through social networks and word of mouth.
Interaction with consumers is the path to success.