Riga-based product designer with over 15 years of experience in UX design and digital marketing. Works at the Mediaplans agency.We live in a world where customer expectations are higher than ever. The traditional one-way advertising flow has been replaced by audiences that demand highly personalized content and valuable experiences.To meet this C级执行名单 demand, create more relevant messages and foster a two-way dialogue between a company and its customer, more and more marketers are integrating interactive content into their strategies. Here's what you need to know to jump on the interactive content bandwagon and start creating content that increases engagement, drives more conversions, and provides valuable customer data.What is Interactive Marketing?
NG Data points out that the term interactive marketing encompasses dynamic and personalized content and layered information, which aims to "make content engaging and relevant to customers". Interactive content essentially captures the reader's attention and requires participants to actively engage with the content. Instead of just reading or watching, users access the full experience by tapping, swiping, or physically interacting with content.So how does interactive content work? Psychologist Lev Vygotsky's theory of constructivism explains that people create their own understanding through experience. These experiences are those that enable simultaneous development and learning. Information, education and entertainment are the main components of interactive content and why it is extremely effective in educating customers about your products and differentiating you from your competition.
Interactive marketing in numbersInteractive content is not only fun for users, some recent data proves that it is also effective: Interactive content can drive 2x more conversions and 4-5x more page views than passive content;Visual content like online quizzes with images or GIFs are 40 times more likely to be shared on social media; 87% of marketers using interactive content agree that it grabs the viewer's attention more effectively than static content; 93% of marketers said interactive content was somewhat or very effective in educating the buyer;69% of marketers agree that quizzes are most effective for the first stage (awareness/discovery) of the buyer's journey; A BuzzFeed quiz has been viewed over 22 million times and liked over 2.5 million times.Key Benefits of Creating Interactive ContentWhile static content can be useful, interactive content has many advantages:1Higher engagement rate: Interactive content gives more value to users, so they are more willing to trade their email address for the experience and share it later on their social networks. Interactive content can lead to increased lead generation, link building, and more traffic to your website.