If I can't capture your attention in eight seconds, I'll never get it.

Why? That's roughly how long our attention spans are now.

It's also why marketers are adopting interactive content. It beats short attention spans, thoroughly engages your audience, and drives conversions, right away. But it also works as a comprehensive marketing strategy. Here, I've outlined three long-term benefits of introducing interactive content into your marketing strategy.

Psychographic Profiles

Demographic data doesn't get results. Period.

It can help to know that most of your customers are women between the ages of 35-44, but that knowledge only gets you so far. Knowing their sex and age doesn't tell you why they came to your site, what they're looking for, or what they're thinking about your products. In fact, relying solely on demographic data can cause you to miss out on nearly three-quarters of your mobile customers, because you aren't taking their current context, intents, and preferences into account. The content you deliver using just deterministic data doesn't stand a chance of driving the desired action from your customer.

Interactive content helps you collect psychographic data points on your customers, allowing you to uncover their tastes and opinions. You get this data straight from the consumers; it's not inferred. With quizzes, graders, assessment tools, product hunts, and other types of interactive content, you're asking your customers questions with the goal of engaging them while simultaneously learning more about them.

Once you have these psychographic data points, you can tie them to deterministic data like email addresses, cell phone numbers, or social media profiles. These deterministic data points identify users, allowing you to build out rich, psychographic profiles, looking at each of your customers as the unique individuals they are.

Personalized Remarketing

You probably do some last item-viewed retargeting or segmented remarketing already. Think about how much more powerful those efforts would be if you were able to remarket to each customer, individually.

Interactive content powers personalized remarketing. How? Through activating your psychographic profiles. Once you have these profiles built out, you can continually engage your customers in a personalized way. You can send out remarketing emails personalized to each customer in your database using more than the last item they purchased and their name. You can serve them personalized content experiences moving forward, based on where they left off, what experiences they've engaged with, and what you know about their preferences.

Consumers actually prefer brands that personalize their experiences. Interactive content lets you do this on a deeper level, by using their expressed interests and opinions to send them personalized offers, updates, and recommendations.

Increased Lifetime Value

Interactive content better engages consumers. Interactive versus static content boils down to the difference between actively consuming information and passively reading it, which is why marketers put its effectiveness at 93% and static content's effectiveness at only 70%.

When a consumer interacts with your content, they better process the information you're sharing, spend more time on your site, and engage with your brand. They become active participants in their customer experience, developing deeper brand affinity.

Fully engaged customers are 4X more likely to appreciate branded messaging and 7X more likely to claim offers from a brand. Conversely, 91% of non-engaged customers become dissatisfied. With data like this, why wait to implement a strategy that would immediately engage your customers?

Now's the time to start planning out how you could incorporate interactive content into your marketing strategy. What's your first piece of interactive content going to be?

Published on: Jun 22, 2016