Guide for a successful implementation

Firstly companies need to understand the purpose of interactive ads and the concept behind it, which generates the success of consumer engagement. According to a ‘Managing Digital Marketing’ study, 46% of brands do not have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity.

5-step model for a successful interactive ad campaign:

   Source: Lake (2017)

Click each brand name to reveal interactive ads done well. Also notice how all companies possess similar elements underlining the essentials of a successful interactive advertisement, which refers backto Lake (2017) five-step model.

 

Audi           Volkswagen           BMW

 

              

 

According to Morris (2016) in order for interactive ads to attain success, they must acquire a theme or storyline based around the product to entice consumers to engage and interact. Applying the theory to the companies above, all organisations have demonstrated a storyline and BMW have taken a step further by adding a celebrity endorsement (Gigi Hadid). On the other hand, from another viewpoint, Moorey-Denham (2004) discusses how interactive ads should deliver ads around the message rather than engagement, as “there is no guarantee that someone will always have the time or inclination to use the interactive features.” Applying the advertisements above to Morris (2016) and Moorey-Denham (2004) theories, exemplifies strong branding and despite the chance of low consumer engagement, the marketing campaign still demonstrates an effective digital marketing operation as the message is well-defined.

Here is John Broadbent (2013) discussing the fundamentals of a basic interactive ad in order to engage with consumers.

Critical analysis and initiative risks 

According to Moore (2005) Interactive ads create a richer environment for users by making them significantly more involved with the ad, thus generating greater interest in the brand.” The following are key statistics that support Moore’s (2005) statement: Clarine (2016) stated a users positive interaction with a video advertisement increases their purchase intent by 97% and brand association by 139%. Furthermore interactive campaigns keep consumers on the brands marketing material longer and the memory is retained 50% greater compared to 22% of normal advertisements (17 Production, 2016).

The interactive ad initiative highlights many aspects of the ‘Pull strategy’, the pull strategy involves motivating customers to seek out your brand in an active process (Holoubek, 2016).

Features of pull tactics:

  1. Mass media promotion
  2. Word of mouth referrals
  3. Customer relationship management
  4. Sales promotions and discounts

 

 

Source: 2060Digital

Relating the ‘Pull’ strategy back to interactive advertisements, successful initiatives typically achieve mass media promotion, resulting in word of mouth referrals that are triggered by sales promotions or discounts. Analysing interactive ads in depth reveals underlying strategies that spark the success of the digital marketing campaign.

Critique from Novinson (2017) is that interactive advertisements can lose control and may jeopardise a company’s reputation. The delivery of the channel can often be misinterpreted and result in consumers either being offended or using the ad for the wrong reasons. Other risks of interactive ads are the financial aspects to it and the difficulty to measure the return of investment (ROI) if no key performance indicators are introduced beforehand. Furthermore Bull (2016) states that although technology is advancing and channels are becoming easier to target audiences, digital marketing can also pose a barrier. Technological barriers such as ad avoidance programs, browser/device compatibility and load times can pose great risks to interactive advertisements. Bull (2016) mentions how mobile devices have yet to overcome interactive advertisements. The theory illustrates how load times can trigger consumers to refresh the page and avoid engaging with the advertisement due to complex tools causing slowness. Applying Bull (2016) & Novinson (2017) to the initiative, companies will need to adopt new technologies to overcome obstacles such as ad block, in addition interactive advertisements will need to go through due diligence before releasing marketing material to prevent the situation of the advert being misconstrued.

The paradox of choice theory states that eliminating choices can reduce consumer anxiety (Schwartz 2004). Adapting the interactive ad initiative to the paradox of choice theory allows companies to limit perceptions to a certain theme or graphical design. In relation the paradox of choice theory by Schwart (2004) overthrows critique from Novinson (2017) regarding the risk of jeopardising a companies reputation if the interactive ad is misinterpreted, as the theory illustrates that the business limits perspectives to the desired theme.

 

References:

Bull, R. (2016). The Pros and Cons of Interactive Content | Hallam Internet. [online] Hallam Internet Ltd. Available at: https://www.hallaminternet.com/pros-cons-interactive-content/ [Accessed 17 Feb. 2018].

Clarine, B. (2016). 11 Reasons Why Video Is Better Than Any Other Medium. [online] AdvancedWebRanking. Available at: https://www.advancedwebranking.com/blog/11-reasons-why-video-is-better/ [Accessed 23 Jan. 2018].

Digital Marketing Institute. (2016). 5 Steps to a Powerful Digital Marketing Strategy. [online] Available at: https://digitalmarketinginstitute.com/blog/5-steps-powerful-digital-marketing-strategy [Accessed 17 Feb. 2018].

Holoubek (2016). Push and Pull Digital Marketing: Old Theory in the New Age. [online] Available at: https://sagittarius.agency/blog/push-and-pull-digital-marketing-old-theory-in-the-new-age [Accessed 14 Feb. 2018].

Lake. (2017). How to Plan Your Marketing Campaign in 5 Easy Steps. [online] Available at: https://www.thebalance.com/steps-successful-promotion-campaign-2295836 [Accessed 11 Feb. 2018].

Morris, V. (2016). Interactive Advertising on the Rise: The Basics of Getting Started with Interactive Advertising | Data-Dynamix, Inc.. [online] Data-Dynamix, Inc. Available at: http://www.data-dynamix.com/interactive-advertising-rise-basics-getting-started-interactive-advertising/ [Accessed 15 Feb. 2018].

Moorey-Denham. (2004). Interactive ads more effective at building awareness. [online] Available at: https://www.campaignlive.co.uk/article/interactive-ads-effective-building-awareness/199184 [Accessed 13 Feb. 2018].

Novinson, E. (2017). Advantages & Disadvantages of Interactive Marketing. [online] Bizfluent. Available at: https://bizfluent.com/info-8165647-advantages-disadvantages-interactive-marketing.html [Accessed 3 Jan. 2018].

Schwartz, B. (2004). The Paradox Of Choice: Why More Is Less. 2nd ed. HarperCollins Publishers Inc, pp.4-12.

Smart Insights. (2017). Digital marketing strategy: How to structure a plan? | Smart Insights. [online] Available at: https://www.smartinsights.com/digital-marketing-strategy/ [Accessed 17 Feb. 2018].

Video Increases website Conversions Brand Engagement ROI NYC. [online] Available at: http://17production.com/services/video-increases-engagement-website-conversions/ [Accessed 2 Jan. 2018].

2060 Digital. (2016). The Push-Pull Theory: How Digital Marketing Elements All Work Together – 2060 Digital. [online] Available at: https://2060digital.com/blog/push-pull-theory-digital-marketing-elements-work-together/ [Accessed 14 Feb. 2018].