Interactive adverting methods

Using interactive advertising to boost customer interaction

Interactive marketing between business and consumers is fast becoming the be-all and end-all of successful customer acquisition and retention. Companies must offer an element of surprise to set themselves apart from their competitors. There are various ways to accomplish this.

QR codes

QR codes are a development of the traditional barcode. Data is presented in binary form through a square matrix consisting of black and white dots. Today, virtually all mobile phones are able to read these codes with their built-in camera. Phone users can scan the codes which often lead to a company website or microsite.

This offers an opportunity to integrate additional content in your regular advertisements in a simple and cost-effective way. The majority of codes lead direct to the company website or microsite. However, you can also direct visitors to content that compliments your advert. For instance, if you are advertising holiday packages, you could create a code leading visitors to a microsite with travel tips.

Augmented reality

Augmented reality (AR) is defined as the computer-generated enhancement of the perception of reality. The most widespread form of this is the practice of ‘touching-up’ digital images, but it can also be a means of encouraging customers to interact with your business.

A great example of this involves a well-known German car manufacturer which launched a print advertising campaign to showcase their latest model. Using an app, prospective customers could hold their phone over the ad and watch how the car responded to real-world driving conditions.

Through AR, the consumer interacts directly with the brand or product. Augmented Reality presents another level of customer interaction and breaks down the barrier between consumer and business. Used well, they can prompt consumers to share via social media which further enhancing brand awareness.

Mobile applications

Mobile apps are programs written specifically for mobile devices such as smartphones or tablets. These may be simple references to a company’s website that have been optimised for mobile access. However, there are also more complex apps available which, until a few years ago, were reserved for the owners of gaming consoles or PCs.

It is vital to ensure that if you choose to advertise via an app, that the advert itself does not become intrusive. Some of the best apps present advertising in a subtle way to the extent that users hardly notice they are interacting with advertising. So-called ‘gamification’ is one way of achieving this. Gamification uses game-mechanics to turn non-gaming experiences into fun, interactive activities for users. A game in which the company mascot is the main character, for example, is a simplistic example of this.

Simple and effective

All of the measures listed above are relatively simple to roll out, depending on budget. Least expensive to implement are the QR codes, which also require no expert knowledge. Apps and AR are considerably more costly by comparison, especially as they require at least basic programming knowledge. Moreover, companies often also need the assistance of external design and programming teams for AR advertising. However, the customer-reach and influence of AR far surpass that provided by traditional advertising.