PepsiCo Analysis On the Use of Interactive Content in Digital Marketing
Content creation is one of the major strategies applied in digital marketing. In this case, the content created must pass a specific message effectively. It is important to ensure that the content used is engaging and can instigate a response from the target audience. Brands and marketers today focus on using interactive content to engage prospects. Interactive content is the type of content that captures the attention of the target audience and compels them to exhibit their feelings toward a specific issue.
The importance of using interactive content is to create an environment that allows the brand or the marketer to know what the target audience feels about a product. In most cases, opinions from clients and prospects are only raised through interactive content. PepsiCo is the focus brand in this case, with reference to its usage of interactive content in digital marketing.
How PepsiCo is Using Interactive Content
A notable trend about PepsiCo is that it uses content to interact with its prospects. The idea is to share engaging information which in return sparks clients to respond. It is also notable that the company utilizes social platforms as one of the core avenues of interacting with clients. Note that social media platforms are primarily meant to create an interactive environment where individuals and brands can exchange and share ideas and opinions. By creating engaging posts, PepsiCo gets positive and negative reactions and responses from clients. From there, the company responds to the clients while making the necessary improvements.
The screenshot above captures a concern raised by one of PepsiCo’s clients. The concern here is that the client hardly gets responses when he raises concerns on the company’s official website. Further, the client indicates that the phone number provided on the website is inactive even during working hours. In response, PepsiCo responds by indicating its intention to assist the client. This is a clear depiction of how interactive content works. The focus in this case is on how positively PepsiCo responded. It is also notable that the issues raised by the customer make a perfect opportunity for the company to make service improvements, particularly in attending to clients.
What’s Intriguing About PepsiCo’s Use of Interactive Content in Digital Marketing?
Markedly, PepsiCo utilizes interactive content in digital marketing mostly on Facebook. The company constantly makes engaging posts complemented with images to pass different types of messages regarding its products and services. Through Facebook, it emerges that the company gets positive and negative responses from prospects and active clients.
The interesting thing is that the company responds promptly to questions raised by customers. This can be seen as a strategic approach to ensuring that the company satisfies its clients by having their concerns addressed quickly and effectively. The main role of using interactive content in digital marketing is to ensure that customers get an opportunity to be heard and that the company identifies areas to make improvements. By responding promptly to clients, it confirms that PepsiCo utilizes interactive content to achieve its digital marketing goals aforementioned.
Did It Work? The Positives and Negatives of Interactive Content For PepsiCo
Getting reactions and responses from the target audience is a positive achievement for the company, particularly since it confirms some engagement. It is also a positive achievement in the sense that the company gets the idea of how the customers feel hence paving way for improvements. However, interactive content may have worked negatively for PepsiCo, especially in instances where some Facebook posts generated negative responses from clients.
The screenshot above gives a glimpse of how interactive content worked negatively for the company. Note that any person intending to buy any of the products mentioned in the screenshot above may back out and choose another option from a different company. A negative public depiction of a product, particularly from first-hand consumers is detrimental to the digital marketing goals of the company.
Is Interactive Content Here To Stay?
Yes! Interactive content is a trend that will remain relevant over the years. There has always been the urge among customers to air their opinions without necessarily visiting physical outlets. Social media and websites are a clear path that allows clients to provide their views easily and effectively. It is also notable that companies worldwide endorse digital platforms such as social media channels to reach a vast population. That way, it becomes easy to interact with prospects while converting leads into sales. In a nutshell, interactive content is a dominant trend that will remain relevant as long as companies and digital marketing endorse digital marketing.
