Interactive Marketing Connecting With Audiences in a New Way In marketing, we find two forms of content: passive and interactive. Passive content is a form of advertising that does not require anything of the viewer, like a sign, an ad, or a television commercial — many traditional forms of marketing are decidedly passive. Interactive content, however, demands something of the viewer and, in turn, draws further engagement from them. If you want to learn more about this type of marketing, then read on about what interactive marketing is and how you can use it to strengthen your brand. Components of Interactive Content If your marketing efforts included polls, contests, assessments, quizzes, games, or interactive e-books, they were interactive. While most marketing revolves around one-way communication with the viewing audience, interactive content requires some reciprocation. Not only does this content increase engagement, but you can also leverage it to gather valuable data about your customer base and increase brand engagement simultaneously. The Interactive Impetus Interactive content is becoming more prevalent, especially among larger corporations. An astounding 87% of marketers agree that it increases engagement compared to passive content. As of this year, 62.3% of companies are utilizing some form of interactive content in their marketing campaigns, an increase of more than 16%. Serious Engagement According to a study by the Content Marketing Institute, 60% of content marketers listed “producing engaging content” as a top challenge. That problem has an answer: interactive content. With the high numbers of people who use their cellphones daily, interactive marketing is more accessible and prolific than ever before. A survey by Inc.com rates interactive content as 93% effective as opposed to static content, which ranks at 70%. More than just a tool for advertisement, interactive content can also educate potential customers about your product or service. And those who engage with your content are more likely to appreciate its message, which improves your brand’s strength. Creating interactive content can help reshape your engagement levels and give you a stronger brand and a more loyal audience.
Care to Try a ‘Philly Cheesesteak TikTok Chipotle Quesadilla’? Viral Menu Hacks
If your life is missing a little drama, consider surfing social media for some fast-food menu hacks.
Posters on TikTok, X, and other platforms have served up some entertaining videos in recent months, from flaming the CEO of Chipotle Mexican Grill for allegedly shorting customers on chicken, to producing horror-comedy screenplays portraying McDonald’s blob-like purple mascot, Grimace, as a deadly assassin. The TikTok backlash against Chipotle arose from customer claims that servers were dishing too much rice and too little chicken on their entrees. Chipotle CEO Brian Niccol took to TikTok himself to declare that portions have not gotten smaller, asserting that customers have always been able to ask for and get a little more of certain ingredients. TikTokers immediately flamed his good-natured video, including one who posted her critique to a soundtrack of Bonnie Tyler’s “I Need a Hero” anthem, “Where have all the good men gone?” Influencers on TikTok hold more sway over Gen Z customers than traditional advertising, according to The New York Times. And when influencers rebel against brand advertising, the impact can be seismic. McDonald’s 2023 release of the Grimace Shake, served up in a pastel shade of Grimace’s deep purple fur, sparked a response reminiscent of recent horror-comedy films. A flurry of videos on TikTok showed customers downing the shakes, then faking gruesome deaths with purple remnants of the shake spilled all over themselves. The playful videos drove hashtag #GrimaceShake to more than 1 billion views. McDonald’s responded on X with a photo of Grimace “pretending i don’t see the grimace shake trendd (sic),” but continued offering the Grimace Shake to the end of the promotion, as planned. Menu hacks that go viral can compel chains to alter their offerings. Late last year, a Chipotle customer claimed on TikTok that a quesadilla with extra cheese, steak, and fajita veggies tasted just like a Philly Cheesesteak. The post went viral, and viewers flooded Chipotle outlets with orders for the “Philly Cheesesteak TikTok Chipotle Quesadilla.” Chipotle responded by introducing a new Fajita Quesadilla in 2023 for online customers. As fast-food companies strive to reach more customers in their 20s, their laser-like focus on social media is likely to continue. Taco Bell has drawn good reviews for listening closely to social media comments and shouting out and re-posting customer- generated content — an effective way, marketing experts say, to build traffic and trust.
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