Brands from Kate Spade, to Dell, to Cathay Pacific Airways have used interactive content to engage, profile, and convert their audiences. It was recently identified as a top trend changing how brands connect with audiences. Here are five quick wins you'll see when you use interactive content.
1. Higher Engagement KPIs
You're probably well aware of Mark Schaefer's concept of Content Shock. There's so much content out there that the sheer volume of it surpasses our ability to effectively consume it. You might also know that human attention spans are now less than that of a goldfish. That's a tough combination for marketers.
Static content alone doesn't cut it anymore. Interactive content beats short attention spans, because users actively engage with with it, rather than passively read it. It's the reason why quizzes have high completion rates: They're fun, engaging, and different than most content out there.
When you use interactive content, you'll see decreased bounce rates, and increased engagement KPIs like time on site, pages per session, and brand awareness.
Brian Solis of Altimeter Group explains that engagement metrics are the kinds of metrics that drive results.
"Stop using vanity metrics to measure success," he said. "Shift from view and impressions to engagement and expressions. In a mobile, social, real-time world, influence causes effect and inspires behavior. Measure things that drive outcomes."
2. Meeting Consumer Context, Immediately
Consumers want content and offers relevant to their needs in the moment.
Mayur Gupta, the SVP of Digital at Healthgrades and one of the first Chief Marketing Technologists, knows that brands need the context behind the content.
"With the proliferation of channels and touchpoints and a digitally native consumer who is making instant decisions with the technology at her fingertips, the dependency on personalized, relevant and contextual content that drives participation and inspires behavioral change has increased tremendously," he said.
Interactive content lets brands personalize consumer experiences in real-time. As consumers engage with a piece of content, they share information about their current wants, needs, and intents. Brands can use this information to personalize the ensuing experience and all subsequent touchpoints with each consumer.
3. Increased Email Capture Rates
If you're like me, you've mastered the skill of closing a popup box asking for your email as fast as possible. They disrupt the user experience and ask for personal information before providing any value. That's why average email capture rates sit between 2-12%.
Interactive content is the thoughtful discussion to the popup's in-your-face shouting. It allows brands to listen to consumers' preferences, opinions, and motivations, and then make the most relevant recommendation. Consumers are much more willing to enter their information if they'll receive a personalized experience and offer. In fact, interactive campaigns see email capture rates of well over 40% and often up to more than 80%.
4. Attitudinal Data Capture
Demographic data only gets you so far. Not all men aged 18-24 think alike; neither do women over the age of 65. Relying on demographics to reach consumers can cause you to miss more than 70% of mobile shoppers.
Demographics don't help you figure out what your customers are thinking and feeling in the moment - but attitudinal data does. Using interactive content allows you to capture self-declared - not just inferred - data on your audience's tastes, preferences, opinions, and motivations. Knowing all of that information will allow you to personalize your marketing, at scale.
5. Psychographic Segmentation
When you use interactive content like quizzes, assessment tools, calculators, and product hunts, you can create segments based on responses to specific questions. Maybe you ran a style quiz - now you can create segments for people who like brown shoes and people who like blue shoes. Maybe you ran an IT security assessment - now you can segment those who feel confident about their security versus those who aren't as sure in their current solution.
Brooke Sellas, founder of B Squared Media, says segmentation helps beat content shock, because it lets you choose a specific, granular approach to your content and remarketing efforts. Thirty-nine percent of marketers who segment their email lists see higher open rates, because people like experiences that are most relevant to them.
Getting started with interactive content is simple. First, think about what type of content is most relevant to your brand and marketing goals. If you're a retail marketer, you might want to try a style quiz. If you're in the travel industry, a digital travel agent or dream vacation quiz would work well. Then, think about the kind of data you want to capture and the segments you want to create. Once you identify those, you'll be able to build out your interactive content and see results, fast.