Impacto da comunicação interativa como estratégia de conquista do consumidor

Abstract

This study aimed to analyze interactive communication, investigating its impact on consumer behavior and advertising strategies adopted by companies in the digital environment. The research is based on the premise that the transition from the unidirectional advertising model to a more dynamic and interactive format reflects changes in the ways brands and consumers interact, mainly influenced by the advancement of digital technologies. Throughout the paper, the central role of personalization, interactivity and the use of technologies such as artificial intelligence and big data to create more effective and relevant campaigns was discussed. Current trends such as influencer marketing, gamification and the use of social networks were also explored, highlighting how these elements transform the way brands connect with their audience. In addition, the ethical and regulatory challenges associated with the collection and use of personal data were addressed, with an emphasis on legislation such as LGPD and GDPR, which seek to protect consumer privacy. Through theoretical contributions, the study offers a comprehensive view of the evolution of digital advertising, highlighting the importance of interactive communication to engage, retain and build deeper relationships between brands and consumers. The future of digital marketing, driven by technological innovations and ethical practices, appears to be in creating more personalized and authentic experiences, in tune with the expectations and behaviors of contemporary consumers.