Interactive, from a Gen-Y perspective

I recently applied for an interactive marketing internship via a “cover tweet.” It was a cool, new way to apply for an internship and it got me thinking. What exactly is interactive marketing? What does it mean to be interactive?

The Mediums

A lot of companies ask consumer to like their Facebook page and or follow on twitter but what does that do? Yea you can like a brand but that does nothing but infiltrate your news feed. Domino’s is a good example. Why the hell would I want to take a picture of my pizza? I just want to eat it. A great piece from PSFK talks about this idea of “interaction” in advertising and marketing.

Companies have things wrong. In my opinion, as a Digital Native, it seems that since they are on Facebook they are being “interactive” when in reality they are just meeting us on a platform. Like they did with print, radio and television. Just because marketers meet us there, doesn’t mean that they are interacting.

What seems to happen is most companies just show their face in these social outlets. Their idea is that since 500 million users are there we should be there too. Unfortunately that isn’t enough. It is like going to a networking party and not speaking. It is equally as useless as if you didn’t go in the first place.

A great campaign makes you

feel empowered to do something.

Old Spice had a great campaign. They showed personal interest. They offered a user incentive: “If you ask us a question, we will respond.” Old Spice found a way to interact with their users. Did it increase views, brand recognition and all that jazz? Hell yes. It was the epitome of interactive. Here are some stats, in case you are curious.

An example, feel free to take it:

A coffee company wants to send a message to consumers that they are being eco-friendly. All of their paper coffee cups are produced with recycled paper. Instead of just using signs they decide to integrate something a bit more tech savy, QR codes.

Corporate  creates 5 videos that shows the origin of their cups. It proves to the consumers that they are taking a step in the direction of environment awareness.

Now, each cup is printed with a QR code and quick direction on how to access the information behind it. ! of the 5 videos that corporate made is attached to the QR code. Consumers now have to interact with the product. There is some incentive to them because they get an inside view or behind-the-scenes look as to how the product they are drinking from is made. This makes them feel like they are apart of the brand. It creates brand clarity.

There are many ways to create interaction between consumer and a brand, but being on Facebook isn’t the only thing. You have to do something that really resonates with people, with your constituents.

Even though there are multiple “strategy” ideas I feel like they all follow suite: create accounts, be present, and “engage.” This idea of “engagement” has been misinterpreted from sheer overuse of the word. Engagement isn’t just talking; it’s incorporating the consumer with a product or company. Make them feel apart of your brand. Basically, humanize your product, brand, or company.

Have any thoughts? Hate what I’m saying? Ideas? I’d love to chat.