Utilizing CXM will transform the way your customers interact with your brand. To make that leap easy on both you and the customer, you want to ensure that the tools you plan to leverage truly enable and innovate the customer experience.
So what is interactive content is? Essentially, it’s content which originates in your browser and which is designed all around content experiences that generate both engagement and interaction from online visitors.
Interactive content helps you work within the framework of what your customers intuitively want anyway.
Objections to adopting an interactive marketing content plan are often cost and complexity to do so. Here’s the bottom line though. We are in what experts call a “splinternet” economy—where customers choose where to focus, not the other way around. If you are spending your resources on trying to get them to look at what you want them to look at, you’re going working against the grain.
Numbers are continually being updated, but this eMarketer report shows that when it comes to which content marketing tactics are earning the best ROI, interactive media is ranking higher (36%) than sales copy (27.9%) and infographics (27.9%).
The implication is easy to infer–users want to learn and be entertained, quickly, and interactive tools can help accomplish that.
Tools that allow user input and that publish customized output as content can be very effective, but interactive tools can also simply answer questions or facilitate a process, from quizzes to diagnostics. The focus should be on creating a meaningful touch-point with your brand and maintaining a connection among users. Top Rank Marketing Blog
What are some of the most popular types of interactive content out there right now? Here are just three of our faves:
- Calculators—Exactly as they sound, calculators help a lead do the math or “crunch the numbers”—whether on costs, ROI or any other metric they might find interesting. One really cool configurator we’ve seen is Choose My Plate. Created by the USDA, this highly interactive web application lets you track your diet with daily food plans, BMI calculator, virtual coaching and more.
- Lookbooks—Like digital catalogues, lookbooks put your products and services on visual display for easy viewing. SherwinWilliams provides content exclusive to the tablet format in the Sherwin-Williams STIR® magazine tablet. What’s unique about this tool is that it provides inspiring ideas and technical insights into the use and application of color in residential and commercial interiors. And it’s free to use on your tablet device. –Sherwin-Williams STIR® magazine
- Quizzes—You’ve seen them in multiple places, we guarantee it. And you probably love doing them too! A great example a graphically-rich interactive tool comes to us via a fitness app from guru Jillian Michaels. It starts with a configurator-style quiz that quickly asks your goals and vital stats, and builds into an overall experience that lays out a plan and method for achieving that. –Venture Beat
What tools would best enable and innovate your customers’ experience? Now that is a question that we would love to help you navigate!
