Madison Design is taking our powers of brand-centric empathy to another level with new digital capabilities. By humanizing data with informed insight, we’re able to help brands offer a richer, data-driven experience.
INTERACTIVE CONTENT MAKES CUSTOMERS PART OF THE ACTION
Static content is out—at least if it’s the only type of content your brand offers. To keep customers around, experts recommend combining interactive elements with traditional static content—a far more effective strategy than static content alone.
Successful brands know that active experiences, not passive content consumption, are what stand out in customers’ minds. Click around their websites, and you’ll see videos, interactive infographics, estimate calculators, and more that reach their target audience and create positive associations – even memories.
85% of businesses use video as a marketing tool — because it works 3
WHY INTERACTIVE CONTENT IS POPULAR
It's more engaging
81% of marketers agree that interactive content grabs attention more effectively than static content.1 The statistics back them up; interactive content gets twice the engagement of static content.2
Customers want to experience the brand before they buy. If it’s helpful, useful or entertaining, they’ll happily click on interactive videos, quizzes, and more to help them see products and services from every angle and understand exactly how it’ll work for them.
In email blasts alone, interactive content boosts open rates by 73%, while videos boost click-throughs by as much as 300%.3 Speaking of video, 80% of users will click “play,” but only 20% will read written content.3
It's more memorable
73% of marketers agree that interactive content gives message retention a boost.5 Clicking through an assessment that customizes a skincare product is a far more memorable user experience than glancing at a retail catalog. An interactive video walkthrough of a restaurant will stick out more than the cafe that claims to have ample seating, but shows just one dining room photo.
It's naturally shareable
Users are 40% more likely to share interactive content on social media, which increases your reach and generates new leads, while increasing conversion rates by 86%.3 Which would you rather share: a colorful infographic that compares the characters of your favorite TV show, or a dense page of text that tells you about those same characters?
77% of marketers agree that interactive content has "reusable" value, which means repeat visitors and multiple exposures 4
It's captures more data
When users answer questions in quizzes, polls and assessments, you collect valuable insights that tell you more about your target audience. And that data can help you create an even more personalized and meaningful experience for your customers. It can also help you get a foot in the door for future interactions. 76% of buyers are willing to share their information if it means they’ll get a whitepaper.3
It builds loyalty and repeat interactions
Positive reinforcement goes a long way to building your brand’s relationship with customers. A personalized user experience tells them you’re listening—which means they’ll come back for more. Even though preferences tend to change, regular interaction that adjusts for new preferences make it easier for customers to come back to your product or service again and again.
WHAT EXACTLY IS INTERACTIVE CONTENT?
The term is rather loose; we naturally engage with interactive content every day. If it requires active participation – anything more than simply reading basic text – then it’s interactive content.
Types of interactive content include:
Websites, apps, quizzes, games, assessments, polls, videos, 360° tours, tutorials, slide shows, maps, whitepapers, webinars, chat boxes, augmented reality, and click-to-save promo offerings. Just to name a few
WHAT INTERACTIVE CONTENT CAN BE USED FOR
It’s not just great for conversions and click-throughs. Creating interactive content can also build the relationship between brand and customer. Building any relationship takes time, effort, and contact. Getting to know each other, relying on one another, and speaking well of each other—whether it’s a with friend or with a customer, interaction is the key to building strong bonds.
Here are some of our favorite things interactive content can do:
Entertain: Interactive videos put the story in users’ hands, while games give them a positive and memorable brand experience. Entertainment is a great attention-grabber to first raise awareness of your brand.
Explain and teach: An interactive map with landmarks and points of interest helps people understand their surroundings more clearly than plain text.
Motivate to act: Clicking a spinning prize wheel that reveals a user-unique coupon code can give customers that extra nudge to get to their virtual cart and check out.
Connect: A chat feature puts people directly in touch with customer service, while a game with random players can connect customers all over the world.
Customize: Whether it’s a personalized blend of tea leaves or your own shampoo scent, customization can give customers a one-of-a-kind experience—and encourage them to return to adjust their preferences. When they see what goes into their product, they’re also evaluating whether or not they should buy (a key part of the customer journey).
STRATEGIES FOR INTERACTIVE CONTENT
There’s a fine line between building meaningful tools and creating a collection of mindless toys. And the difference usually comes down to the strategy you start with.
Have a reason: Don’t splash interactive content on your site just to have it. Make it meaningful and purposeful. Make sure you know exactly what you’ll gain, whether it’s customer data, increased interest, or an asset you can use again.
Make it useful: Make sure your customers get something out of it, too. Whether they learn something, receive a coupon code, or get a laugh, it should capture their attention, help them learn about your offering and give them something to share.
Base it in brand strategy: Refer to your brand strategy and content strategy to keep content aligned with your brand’s identity. Every touchpoint will feel authentic, because it is.
Make it easy to share: Include the ability to share the content so your customers can easily be brand ambassadors.
Move the customer further along their journey: Help them transition from awareness to evaluation or from evaluation to decision. Include a call to action, a link that takes them to next steps, or an ask for an email address so you can keep them in the loop with results and recommendations.
HOW MADISON DESIGN DOES INTERACTIVE CONTENT
There’s a fine line between building meaningful tools and creating a collection of mindless toys. And the difference usually comes down to the strategy you start with.
With Madison’s power of brand-centric empathy, we regularly help brands incorporate interactive content into their marketing strategy. From the engaging microsite we created for P&G’s 2019 Annual Report to the videos we developed for EyeMed’s Transparency campaign, this isn’t our first interactive rodeo.
Curious about adding more interactive content to your brand’s touchpoints? Creative solutions are what we do best
1 “The State Of Interactive Content Marketing: Statistics And Trends”
2 Bump P.; “21 Interactive Content Stats That Marketers Need to Know in 2020”
3 Pokonyrik R.; “12 Types of Interactive Content to Drive Better Engagement”
4 Beets L.; “Interactive Content Fuels Customer Experiences” Content Marketing Institute
5 Storme, W.; “41 Interactive Marketing Statistics (+ Trends to Watch for)”