Interaction
As a business, you need interaction to have good engagement with your customer. By implementing interaction marketing, you create a cyclical process of responding and initiating through two-way traffic between customer and organization. Thus, the initiative can also lie with the customer. This marketing strategy looks at the wants and needs of individual customers and tailors marketing accordingly. Interaction means of this marketing strategy may include:
The above resources provide a medium through which the customer can interact with the brand. Loyalty cards and programs create loyal customers by offering special offers and promotions. The website, call centers and social media channels realize a way to get direct interaction and engagement.
Interaction measurement - IPM
The IPM is designed to measure interaction on a social media channel, such as Facebook or Instagram, for example. Suppose one page has 10,000 followers and another page has 60,000, how do you measure engagement on these pages? You can do this with IPM, which looks at follower interactions. IPM stands for "interaction per thousand fans" and is a measurement method for comparing the engagement of different pages with each other. It's best to calculate IPM in 30-day periods across a page. IPM Interactions are:
- Comments
- Likes
- Posts
- Shares
To calculate the IPM, put these interactions into the following formula:
IPM = (all interactions : number of posts) : (X number of thousand fans)
A good IPM score is 4 or higher. If you score lower than 4, it is wise to improve your social media channels. If you do achieve a good IPM score, then there is high engagement between your company and customers.
Importance of interaction
A high IPM score is important for your own business and brand, but also for possible collaborations. If you are going to collaborate with an influencer, they obviously need to fit your buyer persona. In addition, the IPM of that influencer also has a big impact on how much the collaboration can bring in. After all, it is not very useful if a person or brand has a huge amount of followers or fans, but there is absolutely no interaction. Therefore, post posts that the follower feels connected to and wants to engage with. Good content automatically creates interactions.
