Interactive media implies media that allows for a conversation - a two way dialogue - you can not only track where the consumer is going but you can also solicit feedback in real time.
The web, email, social media, self service, and mobile are part of interactive media.
You need to communicate with clarity and creativity - here are ten tips.
First, choose your content based on the channel you are going to use. If you are using a kiosk - you need to be quick (people may be standing in line) and give the user options to choose from. If you are using mobile you can take a little more time and allow the consumer to think about a response. Email can be used to probe and serve up targeted content on the web site.
Second, realize the importance of being brief. State your point, provide convenient links as needed, and think about the 'next step' or purpose of the page. Reduce your copy as much as possible.
Third, focus on your audience. Do not use big words or phrases that sound rhetorical or cool or things that are too complicated. Keeping your message focused on the audience level keeps them engaged. If you are too cool, complicated, or too serious you could confuse them or offend them.
Fourth, think about the message and how it ties in with the rest of the interactive screen. If you are serving up an ad on the landing page - make sure that it is contextual and doesn't draw away from the overall message.
Fifth, use an active writing style. You want both a reaction and a reply from a user. Carry out a conversation offering the benefit of your product or service rather than just stating the offering.
Sixth, organize your content to make it more effective. Headline, sections, bullets, clear icons, definitions, images, bold, italics, links - organize the information into 'chunks' of information so the consumer can find the information easily.
Seventh, you have the ability to change and adjust your message so keep testing what works best on a smaller group before releasing the content to the rest of your population.
Eighth, drive 1:1 messaging to personal channels. If you have a story to tell your consumer, get them to share their email or mobile number with you. Start by showing off some content to interest them. Now send them the rest of the content to their personal space.
Ninth, create anticipation. You want the consumer to want more. Create anticipation by showing part one of a video and if it is interesting they will want to see part two.
Tenth, move the discussion to social. Run a caption contest on social media to engage people. Many businesses put up a picture on Facebook and invite their fans to create engagement by coming up with a caption contest.
Your goal is to create an interactive conversation with the consumer that you serve.