INTERACTIVE MARKETING CONNECTING WITH AUDIENCES IN A NEW WAY
In marketing, we find two forms of content: passive and interactive. Passive content is a form of advertising that does not require anything of the viewer, like a sign, an ad, or a television commercial — many traditional forms of marketing are decidedly passive. Interactive content, however, demands something of the viewer and, in turn, draws further engagement from them. It stands to reason that people are much more likely to engage with your marketing efforts if it’s interactive . If you want to learn more about this type of marketing, then read on here about what interactive marketing is and how you can use it to strengthen your brand.
ads you may have produced. If they included polls, contests, assessments, quizzes, games, or interactive eBooks, then they were interactive. While most marketing revolves around one-way communication with the viewing audience, interactive content requires some reciprocation. Not only does this content increase engagement but it can also be leveraged to gather valuable data from your customer base and increase brand engagement simultaneously. People want to feel included, and giving them a say or potential reward keeps them attentive to your message. THE INTERACTIVE IMPETUS Interactive content is becoming more prevalent, especially among larger corporations. According to research by the Content Marketing Institute, 46% of content marketers were using interactive content in 2017; for companies with 1,000 employees or
more, that number was 63%. The simple reason interactive content is so popular is that an astounding 87% of marketers agree that it increases engagement compared to passive content. As of this year, 62.3% of companies are utilizing some form of interactive content in their marketing campaigns, an increase of more than 16%. SERIOUS ENGAGEMENT According to another study by the Content Marketing Institute, 60% of content marketers listed “producing engaging content” as a top challenge. That problem has an answer: interactive content. With the high numbers of people who use their cell phones daily, interactive marketing is more accessible and prolific than ever before. Interactive content is more engaging and more profitable than static advertising. A survey by Inc. com rates interactive content as 93% effective as opposed to static content, which ranks at 70%. Buzzfeed, famous for its interactive content, claims that 96% of its users who start a quiz see it through to the end. More than just a tool for advertisement, interactive content can also educate potential customers about your product or service. And those who engage with your content are more likely to appreciate its message, which improves your brand’s strength. If you rely on static content to communicate your message, you are in the minority and lag dangerously behind your competition. Take the next step toward market dominance. Creating interactive content can help reshape your levels of engagement and provide you with a stronger brand and a more loyal audience.
COMPONENTS OF INTERACTIVE CONTENT
Some of you, knowingly or not, are already incorporating some form of interactive content in your company’s marketing. Think of any emails you have sent, videos you’ve made, or banner
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