Interactive Marketing—Learning How to Engage With Viewers

With an excessive amount of programming and little guidance, consumers not only need to find what they want to watch, but interact with their content. At IBC, Jose from Mirada explained that interactive marketing campaigns allow brand owners, advertisers, retailers and agencies to create an environment in which consumers feel engaged with their programming. Programs such as Text2Win allow consumers to text in a unique reference number or keyword to a 5 digit shortcode for the chance to win prizes or cash. Other tools for interactive marketing include interactive advertising, which can promote products, services or get customers to respond to a branding message. The data captured from consumer interaction can then be relayed to the client to determine the effectiveness of their campaign.