Breaking the “Fourth Wall” in Marketing: How Interaction Affects Customer Behavior

In the world of marketing, businesses are always looking for fresh approaches to connect with their desired audience and establish meaningful relationships. One powerful strategy that has emerged in recent years is breaking the “fourth wall” by encouraging interaction between customers and brands. This article delves into the fascinating world of interactive marketing, exploring how this approach influences customer behaviour and shapes their perceptions, preferences, and purchasing decisions.

The Power of Interaction in Marketing

Interaction in marketing goes beyond passive observation; it bridges the gap between brands and customers, fostering active participation. By encouraging interaction, companies create opportunities for customers to engage, explore, and connect with their products or services. This direct involvement can have a profound impact on customer behaviour, shaping their perceptions and driving them towards desired actions.

When consumers can interact with a brand, it makes them feel more connected and increases their loyalty. This interaction can happen in different ways, such as:

  • Social media engagement. When consumers engage with brands on social media, it creates a stronger bond and increases their inclination to make purchases from those brands. The 2020 Sprout Social Index: Above and Beyond reveals that nearly 90% of consumers are inclined to make purchases from brands they follow on social media, with 75% of those consumers indicating an increase in their spending with the respective brand.
  • Personalized marketing. Personalization is another great way to interact with consumers. Interacting with a brand allows consumers to form a genuine connection, fostering loyalty and a lasting commitment to that particular brand. According to the research findings, companies that demonstrate exceptional performance in personalization activities generate 40% higher revenue compared to their average counterparts.

For example, companies like IKEA have successfully implemented interactive room sets in their stores as well as interactive online solutions. These immersive displays allow customers to physically interact with furniture, helping them envision how IKEA products fit into their own homes. By personalizing and customizing their own living spaces within the store, customers develop a deeper connection with the brand and feel a sense of ownership.

Sephora has leveraged interactive beauty stations in their stores where customers can test and sample products, seek personalized advice, and experiment with different looks. Customers can also try Sephora products online using the Virtual Artist app. This app uses AR (augmented reality) technology to allow customers to virtually try on makeup, skincare, and hair products. Customers can even see how different products would look on them in different lighting conditions. By actively engaging with the products and receiving personalized recommendations, customers develop an emotional connection to the brand. This emotional engagement leads to increased brand loyalty and advocacy.

Empowering Decision-Making

Interacting with various sources of information empowers consumers to make well-informed decisions. When individuals are in the market for a new car, they commonly seek information from various sources to gather insights. They actively interact with the brand on social media, delve into online reviews, and seek recommendations from friends and family who have firsthand experience with the vehicle. Engaging in such interactions offers consumers valuable insights into important aspects of the car, such as its features, performance, and reputation. But what if a brand itself can provide customers with the opportunity to interact with their products before they buy it?

Tesla’s interactive displays in their retail stores allow potential customers to explore and interact with the features and technology of their electric vehicles. By enabling customers to configure car options, experience the vehicles firsthand, and engage with touchscreens, Tesla empowers customers to make informed decisions. This interactive approach not only increases customer confidence but also enhances the overall purchasing experience.

Creating Memorable Experiences

Interactive marketing can create experiences that are both engaging and memorable.

  • It can help consumers to learn more about the brand and its products or services. For example, a brand could create a quiz or interactive game that teaches consumers about its products. By enabling consumers to learn more about the brand and its offerings, this can ultimately drive an increase in sales as it empowers individuals with valuable knowledge and insights.
  • It can help consumers to feel more connected to the brand. When consumers have the opportunity to engage in meaningful interactions with a brand, it enhances their sense of connection and affinity towards it. This can lead to increased brand loyalty and advocacy.
  • It can help consumers to have fun. When consumers have an enjoyable experience, they remember it, which helps the brand become more well-known and recommended by word of mouth, leading to increased recognition and a good reputation.

LEGO stores provide “Build & Play” stations where customers of all ages can immerse themselves in the world of LEGO bricks. By actively building and playing with the products, customers create memorable experiences. This interactive approach fosters creativity, joy, and a sense of adventure, leaving a lasting impression and driving customer engagement.

Breaking the “fourth wall” in marketing through interactive experiences has become a powerful tool for businesses to influence customer behaviour. By actively engaging customers, personalizing experiences, fostering emotional connections, empowering decision-making, and creating memorable moments, companies can shape customer perceptions, drive brand engagement, and ultimately influence purchasing decisions. In the age of interactive marketing, businesses that effectively utilize these strategies stand to gain a competitive edge by forging deeper connections and building long-term relationships with their customers.


Business Intelligence Specialist

Are you ready to

Step into the future of marketing with gamification - contact today and let's take your brand engagement to the next level with Interactive Video Ads!