Interactive Advertising Strategies: Enhancing Brand Awareness

Abstract

Interactive advertising has emerged as a powerful tool for marketers to engage with consumers in the digital age. This conceptual paper explores various interactive advertising strategies aimed at enhancing brand awareness. Drawing on existing literature and theoretical frameworks, we discuss the importance of brand awareness in the competitive marketplace and how interactive advertising can play a crucial role in building and reinforcing it. We examine different types of interactive advertising formats and platforms, such as social media, mobile apps, and immersive experiences, highlighting their effectiveness in capturing consumer attention and fostering brand recall. Additionally, we discuss the role of creativity, personalization, and interactivity in creating memorable and impactful interactive advertising campaigns. Finally, we propose future research directions and practical implications for marketers looking to leverage interactive advertising to enhance brand awareness.