It was opined, as far back as 1995, that interactive marketing is the future of digital advertising and e-commerce. Since that significant shift from traditional marketing strategy, interactive marketing made great strides in helping brands engage better with their consumers.
Not surprising then, that interactive content became the all important elixir to interactive marketing, especially contents that engage, convince and convert the audience. With IoT, 5G, Big data and AI to come, we can only expect exciting times ahead for quality interactive content.
Related: Read about MarTech’s prediction of the top 5 Content Marketing Trends For 2020
Making a Mark
You probably have seen many interactive content throughout the day. Perhaps some info-graphics while browsing through websites or video advertisements while looking through your news feeds in Facebook. Broadly put, interactive marketing uses any interactive content to enable customers to interact with the brand, including (but not limited to):
- Interactive storytelling
- Interactive Info-graphics
- Email campaigns
These interactions provide the crucial data brands need to journey together with their customers. The data help brands track their customer behavior, device marketing plans and style their products and services offerings to suit their customers’ wants. Better understanding leads to greater customer satisfaction and thus, mapping the path to loyal customers.
Many brands engage content marketers to evaluate the right communication channel and create campaigns that will perform well. Content marketers help brands achieve higher SEO rankings, ensure the right balance in the consumption and absorption of content and most importantly, create the right User-Generated Content (UGC) to generate better brand experience.
Exactly, how powerful is interactive content? Well, 64% of consumers say watching video on Facebook has influenced a purchase decision of theirs in the last month. Plus, people are said to have the ability to recall 65% of the visual content that they see almost three days later.
Here’s a look at some examples of great interactive contents:
Survey / Quiz
Marriot’s website provided a fun way to families planning for a get-away to Scottsdale, Arizona. Based on their answers to the questions, Marriot’s interactive graphics suggest places to visit.
Designed by VGNC company, this website introduced APPS’ flagship product apple cider (liquor) in a cool way. You can create a memorable cider producing experience through few easy clicks. I love this, simply because it’s not an ‘in-your-face’ kind of advert that aggressively pushes its product. Instead, it lulls you into an experiential journey of plucking, squeezing and pouring your very own cider.
A surprising element will do wonders for any boring marketing email. For example, a pop up box featuring the summer drink menu from the company Pret, is a nice “surprise” as it pops up once the email is opened. Definitely a welcomed departure from the usual marketing emails we receive.
Or book a ride with Penguin Random House on a journey to find out what new books they have in store. All it takes is to scroll down the email and click on the respective cities’ button – which makes it low in interaction barrier and delightfully surprising, as you’ll discover different new books in each city.
Developing solid interactive content has become a must for any brand now. What have your brand been doing to cut through the noise and better engage, educate and entertain your customers? Do leave me a comment below.