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Importance Of Interactive Marketing
A company’s marketing efforts are instrumental to its success. Without an effective marketing strategy, even the very best product or service in the world would go mostly unnoticed and unpurchased. Marketing content has the power to attract the attention of consumers and convert them into customers. Attracting a prospective customer’s attention is the very first step in the process of securing a sale—and the step that the success of the sales pipeline to come rests upon.
Marketing content also needs to be engaging to serve its intended purpose. After all, just because a consumer sees an advertisement does not mean they are going to buy the product that is being advertised. Getting the message in front of the consumer is the first step, but the message also has to persuade the consumer in order to be successful. One of the benefits of interactive marketing is that it has potential for a higher rate of success regarding consumer engagement than traditional marketing does.
Interactive marketing communication has the ability to encourage consumers to take an active interest in the marketing content. Marketing content that does not invite engagement is usually less likely to attract attention and even less likely to persuade anyone to take action. Digital and interactive marketing can create a reason for consumers to interact with the marketing material and achieve a deeper level of interest and engagement. Generating a level of engagement with marketing material that goes beyond the superficial and invites consumers to interact with the brand has high potential to drive conversions and sales.
The importance of interactive marketing content becomes even clearer when one considers the sheer amount of marketing material fighting for consumers’ attention. Traditional content that allows less consumer interaction and is less likely to stand out from the hundreds of other marketing attempts consumers see on a daily basis compared to content that takes advantage of an interactive component. Interactive marketing communication gives consumers a reason to stop and participate in an experience, which can improve the odds of the marketing communication’s message reaching and sticking with the consumer.
What Is Interactive Marketing
In general, the objective for interactive marketing communications is engagement. Interactive marketing is usually more effective than traditional marketing in this regard. For a marketing message to get through to consumers, they need to actually engage with the marketing content. Traditional content is easy to scroll past and ignore. Someone might stop to read traditional content if the topic interests them, but interactive content has the potential to invite engagement from a much broader audience.
Let’s take a step back and consider the question: what is interactive marketing and how is it different from traditional marketing? It may be helpful to think of interactive marketing as a two-way channel of communication, whereas traditional marketing is a one-way channel of communication. Traditional marketing usually takes the form of a standard advertisement or a piece of longform content like a blog post. This type of content does not allow viewers to take any action or engage in any way; it simply presents information to be passively consumed.
Alternatively, the interactive marketing definition is marketing content that does allow viewers to actively engage with the content. This might take the form of a direct channel of communication between a brand and consumers (like a social media thread) or a piece of content that invites the viewer to take an active role instead of simply reading or watching. This could appear as a game or an interactive infographic, for example. There are many different kinds of interactive content, but the key is that the viewer is able to play a role in the content’s presentation. This creates an active content experience that often results in a deeper level of engagement from consumers, which can be leveraged into an improved conversion rate.
Ceros is an interactive content creation platform that can help marketers distinguish their brand and design engaging experiences for their potential customers. Many marketers who use Ceros to create experiential content have seen improvements in their engagement metrics since implementing interactive content, including a 22% or better increase in conversions and an 80% or better increase in dwell times.
Advantages And Disadvantages Of Interactive Marketing
The advantages of interactive multimedia are significant, but there are a few challenges of interactive marketing as well. Interactive marketing content is usually better at grabbing attention than traditional content and can drive higher engagement metrics and a better rate of conversion. The interactive element generally gives it the ability to catch attention and encourage engagement more effectively.
However, the challenges of interactive marketing include the length of time it takes to create. Traditional content can be created much more quickly, which is one reason why it has become so prevalent. Traditional content allows marketers to publish more content in an effort to reach as many people as possible. Interactive content is usually better at securing actual engagement, but because it is so time-consuming to create, marketers are not usually able to publish as much of it. This could potentially restrict the size of the audience that is exposed to the interactive content.
However, many of the challenges of interactive marketing can be reduced or eliminated with an experiential content creation platform. Ceros is a no-code interactive content solution that allows marketers to add interactive elements to their content with no need to hire a developer or write the code themselves. This can save marketers a lot of time and enable them to publish interactive content faster and on a larger scale. By providing a faster and simpler way to design interactive content experiences, interactive content creation platforms can help marketers harness the best parts of interactive content while mitigating the downsides. The advantages and disadvantages of interactive marketing might clash when a manual content creation process is used, but a no-code interactive content creation platform can accentuate only the advantages.
Example Of Interactive Marketing
Content that utilizes interactive elements gives customers the ability to engage directly with the marketing message. One example of interactive marketing engaging someone directly is content that incorporates interactive marketing games. A game is one way to present the message to the consumer while also allowing them to participate in an enjoyable way. Once potential customers are engaged, they are more likely to remain on the page longer and more likely to actually receive the intended message and take the desired action.
There are other types of interactive marketing in addition to interactive marketing games. Any type of interactive element, such as a quiz or interactive map, can provide a reason for audiences to engage with the content and improve their experience. Creating a positive content experience for potential customers is one way to increase the likelihood that they will return and hopefully become a regular customer.
Characteristics Of Interactive Marketing
There are numerous positive characteristics of interactive marketing. Marketers who incorporate interactive elements into their marketing content could possibly see improvements to their engagement metrics and their conversion rates. Interactive content has the potential to increase the number of high-quality leads being generated. Marketers can also use interactive content to help distinguish their brand and create a memorable impression that feels unique from other brands’ content. Consumers usually remember when they have a positive experience with a brands’ marketing content and are more likely to return to those brands. These characteristics of interactive marketing communication can help provide the kind of content experience that will engage and entertain prospects and customers.
There are many interactive marketing examples that could illustrate the positive characteristics of interactive marketing. Nearly any kind of content can be made interactive with some creativity and the right tools. Charts, graphs, maps, and more can be improved by enabling some kind of engagement. More interactive marketing communication examples, including templates, can be found on Ceros’ website.
Benefits Of Interactive Advertising
Marketing content is not the only form of marketing material that can be made interactive. Traditional advertisements can also be improved by adding an interactive element to them. Just like interactive content, interactive digital ads usually have greater potential for engagement and conversion. Utilizing different types of interactive advertising could improve a company’s marketing campaign by boosting engagement metrics.
The benefits of interactive advertising are very similar to the benefits of interactive content, but it is usually a bit more challenging to create interactive digital ads than it is to create interactive digital content. Interactive advertising examples that might work well include using paid advertisements to promote links to interactive content. This strategy could combine the reach of paid advertising with the engaging nature of interactive content to maximize the benefits.
Interactive Marketing Campaigns
In order to make the most of interactive marketing campaigns, marketers should pay close attention to their marketing analytics. While interactive content is likely to perform better than traditional content, nothing should be assumed. Carefully tracking engagement metrics can provide valuable insight into how interactive marketing strategies are working and how they can be improved. Interactive marketing campaigns can provide the greatest benefit if they are monitored using marketing analytics and adjusted as needed.
It is important to track the performance of interactive content and to measure the level of engagement from users interacting with the content. By paying attention to important engagement metrics as well as other marketing metrics, marketers can fine-tune their interactive content to be as successful as possible.