The problem all marketers face today is that we’re all content creators fighting for the attention of viewers. With the clutter of advertising, it is evermore difficult to draw the attention of consumers and even harder to retain it.
The answer is simple: INTERACTION. Interaction is the foundation of building relationships between brands and their target markets and successful marketing practices stem from the acquisition and retention of consumer relationships. Positive relationships foster positive perceptions about a company.
Interactive content marketing isn’t a revolutionary new theory; it’s been around for a long time but is becoming larger and more important than ever. Interactive content allows the user to engage and interact with the brand, enjoy the process, and receive the message without feeling targeted and bombarded. Users purposely choose to receive the message because it is of interest or entertainment to them.
Interactive content is proven to attract an audience, increase engagement and site traffic, and improve conversation rate. Demand Metric conducted a survey that shows how interactive content marketing helps businesses increase their perception and recognition in the consumer market.
While interactive content can be quantitatively measured, remember that it’s not all about direct lead generation, it’s about providing content to the viewer that they find personally valuable. Building content with the viewer’s wants and needs in mind, not your business needs is the key to success. It means more sharing, more engagement, and more conversation. It’s about building a friendship between the consumer and your brand. Brands that are comfortable with building their marketing practices around the user will reap the benefits of interactive content marketing.
As the popularity of interaction in the marketplace continues to rise, it is important to stay ahead of the curve. Businesses will need to experiment with new and creative ways to interact with viewers because what works now may not work tomorrow as the market continues to clutter. As Mary Wells Lawrence states in her book ‘A Big Life in Advertising’, “if you succeed you must never imitate yourself. It is OK to experiment, OK to fail, nobody has a 1000 batting average, but when you do succeed, move on, do not waste a second of your life imitating your own success!”