Interactive Marketing Types Lecture

Interactive Marketing types  Type 7: Interactive infographics An interactive infographic is a type of infographic with animation elements. Its goal is to present data that would otherwise be hard to read or is too big to put into one simple image. You can add an infographic in other content typ...

Interactive Marketing types  Type 7: Interactive infographics An interactive infographic is a type of infographic with animation elements. Its goal is to present data that would otherwise be hard to read or is too big to put into one simple image. You can add an infographic in other content types as well, for instance, while making a presentation which has to include tons of data. Every infographic has an educational purpose. It can either be product- related; in this case, it’s intended either for internal company use or for your existing customers. Apart from that, you can also create an infographic to educate the general public on a specific issue. For instance, BBC came up with one showing people whether their jobs will be taken away by robots or not: Infographics also have high shareability; that’s why 85% of B2B marketers add them to their content marketing and lead generation strategies. You can also turn some of your case studies, white papers, and other original research into an infographic – it can significantly improve your brand’s online visibility  Type 8: Countdowns An interactive countdown is usually a widget placed on a website to indicate a promotion. Brands often use this strategy to spark interest in their products, attract potential customers, and increase sales. This countdown on Fashion Nova’s website perfectly illustrates the purpose of this content: In this case, you can see a countdown inviting customers to enjoy a promotion of one-day shipping on all orders. The offer is limited in time, hence the countdown. You can also use this content type to promote your upcoming product collection to ignite the interest of your audience and potentially boost sales. Now that you have a better understanding of the content types interactive marketing involves, let’s see what you can do to get the best results from your strategy. Interactive Marketing Best Practices 1) Personalization is a must Interactive content and personalization go hand in hand. Through it, your target audience can create customized experiences However, if you use interactive content in ads or decide to involve it in marketing campaigns, make sure it reaches the right people. As we mentioned, since this content can deliver more reach and engagement, there is a high chance that a part of an audience you’re targeting with an ad campaign has already seen it and bought your product. So, personalize your campaigns and the interactive content they involve to reach new prospects 2) Customer segmentation Audience segmentation is the most effective tactic to add more personalization to your marketing campaigns like using email marketing in interactive marketing email list segmentation presupposes breaking down your list of subscribers based on specific criteria. These criteria are not mandatory – you can choose the ones you deem necessary based on the goals of a specific campaign. To do subscriber list segmentation, first, you need to select data points – they will serve as the basis for categorizing your subscribers into specific groups. These data points are usually based on: Demographics: age, gender, location, language, job title, industry, etc. Behaviors: previous purchases, the last time your email was opened, abandoned carts, whether you’re dealing with a free or paid user, how often a subscriber buys your product, and so on. Using this data, you can break down your email list into larger or smaller groups. But, naturally, the smaller the group is, the more chances your email will have to resonate with the recipient, as the offer it provides will be more targeted. This tactic can also help you create relevant content for a specific part of your audience. For instance, if you want to re-engage dormant customers or boost activity among your existing clients, you can send them an email with an interactive poll: 3) Provide incentives In other words, allow your target audience to take initiative and create their own experiences when interacting with your content. This way, your interactive content will be truly personalized. However, it doesn’t mean you should adopt a laissez-faire attitude and let your target audience go with the flow.  your interactive content should serve a specific purpose, so the choices offered by it should guide consumers to a specific conclusion. Banqer’s content mentioned before is an excellent example of this – there is very specific knowledge that its target audience should take from its video, and the sequence of choices in the video guides the viewers to it. 4) Technology is your ally If you decide to add interactive content to your marketing strategy, it’s not necessary to hire a developer to make it, go through digital marketing training, or partner with a marketing agency. Indeed, some interactive content types are more labor-intensive than others, but if you make friends with content marketing solutions and new technologies, you can do half the work by yourself. For instance, if you want to create an infographic, there’s no need to hire a designer for it. There are data visualization tools like Google Charts, Chartist.js, Infogram, etc., which can help you with that. For surveys and polls,there are quiz-building apps such as Interact, Outgrow, and Survey Monkey. On many of these platforms, you can create surveys for free without adding credit card details. If you plan to create quizzes on an ongoing basis, investing in an automation tool would lift a huge load off your shoulders and make the content creation process 5) Harness the power of storytelling Everyone likes a good story, especially if it’s relatable. Marketing messages through such stories are 22 times more memorable because they involve an emotional component that resonates with the target audience. So, study your audience’s interests and use them to tell relatable stories through your interactive content. Again, Banqer’s example fits perfectly here – the brand recognizes that its target audience may have problems managing financial risks, so it films an interactive storytelling video that guides them through different choices. These choices resonate with the viewers because they might have made them earlier. So, don’t dismiss storytelling during the content creation process – it can significantly boost reach and engagement.