The Four I's in Digital Marketing Campaigns

Identify each of the four Is
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Interactive
A lot of marketing that is done via the internet is interactive. As a result, marketers tend to use chartrooms, surveys, or even games to ensure that the customers are involved in the advertisement. Through the interactions, companies can gather information from the customers and use it to personalize products that meet their demands. Online interactions also help companies to measure the satisfaction of their customers. However, since the interactive process of internet marketing depends on customer data, marketers cannot gain a complete view of the customers if they lack individualized customer intelligence (Ozuem et al., 2018).
Walmart is known for sending emails to customers asking various questions about their experience n their stores. At the beginning of the coronavirus pandemic, Walmart gave out a $1000 gift card to customers who responded to all the questions.
Information-driven
All activities of a customer on a company’s website provide some form of information that can be used to define the customers. Therefore, companies that use online marketing track the activities of their customers with a keen interest in what they like or want. Such information is used to develop and quickly present what the customers want hence saving their time while boosting the image of the company. However, collecting customer information also helps companies to make sound decisions that relate to how customers get into their websites. For instance, if one website has more traffic, the company will place more advertisements on that website thus reaching more customers.
Best Buy uses this aspect of online marketing to predict what their customers want. When a customer clicks on any item in the company’s website, several items that the customers previously purchased or searched appear at the bottom. This move allows customers ...