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Luv Arora

Feb 12, 2016 / In Online Marketing

At Envigo, he plans digital marketing campaigns for brands in BFSI, Technology, Hospitality and Travel domain.

Lead Generation - The Interactive Way!

In a competitive world where all brands are producing volumes of content, the brands that stand out are those that are innovating with their marketing strategies. Marketing is no longer a one-way communication.

According to a study by demand metric, it was found that interactive content was 93% effective at educating buyers and 88% effective at distinguishing a brand from its competitors. Therefore, one-way communication is less desirable. Brands should now focus on engagement and earn the attention of their audience.The real measure of success for any marketing campaign is the action taken by the target audience. There are various content types that can help you engage with your audience- quizzes, assessments, calculators, surveys etc.

The marketing guide “Interactive Content & The Buyer’s Journey,” by Oracle Marketing Cloud and SnapApp lists 3 stages of the buyer’s journey.

  • Awareness stage—A buyer is in research mode and is looking for information.

    Interactive content to be used:
  • polls
  • self-assessments
  • knowledge tests

  • Evaluation stage— At this stage, the buyer has specifically outlined possible options available to him. Here, he evaluates the options on various factors.

    Interactive content to be used:
  • Benchmark Assessments
  • Interactive White Papers
  • Persona Assessments

  • Decision stage— The buyer has identified the option that fulfills his expectation. He is researching benchmark reports, testimonials etc to make a final decision.

    Interactive content to be used:
  • ROI Calculators
  • Galleries
  • Surveys


Now that you understand the importance of interaction in marketing. Let’s see what are the tools available that can help you develop engaging interactive content:

ThinkingLink

ThingLink is an interactive media platform that allow you to transform passive photos and videos to engaging content forms through the inclusion of rich media texts and links. You can create an engaging experience that hooks your audience to your content for a longer period. Have a look at what we did for one of our clients called Pollfish.

SnapApp

SnapApp is an interactive content platform that equips you with everything you need to create, publish, manage, and measure compelling audience experiences.

It enables you to create 9 different forms of interactive content.

  1. Assessments & Personality Tests
  2. Calculators
  3. Knowledge Tests & Quizzes
  4. Polls & Surveys
  5. Interactive White Paper
  6. Interactive Infographic
  7. Contests & Sweepstakes
  8. Brackets
  9. Galleries

Apester

Apester enables you to create polls, surveys, personality tests, and video quizzes, which can be embedded into articles/blog post to get the audience involved.


CEROS

Ceros is an interactive content marketing platform that empowers you to create high quality interactive content through the use of drag-and-drop functionality. Marketers can can directly collaborate with designers without relying on developers.

It enables you to create the following forms of content:

  1. Infographics
  2. Microsites
  3. Ebooks
  4. Magazines
  5. Shoppable catalogs

Also Read: Convert your content into a conversion machine

An interactive approach makes it easier for you to educate your audience and make them sales-ready. When your audience interacts with the content and reach at the end of the piece, they are more likely to perform an action that is desirable for your business (eg. filling a form) since they have already invested in the content by interacting with it.

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