Elliot Marcell Tan
Co-founder of Start Something Studios
27 May 2022·5 min read
Have you ever scrolled through your phone feeling really bored out while looking at online news, entertainment materials and your social media feed? We would never have imagined in the 2000s that we would ever get bored while browsing the internet. However, with busier schedules, hectic lifestyles and saturated marketplaces, your consumer’s attention span are getting shorter and they are not necessarily absorbing all the marketing messages they encounter.
Imagine getting flooded with in-feed ads, banner ads and push notifications every day. Your customers are getting bored of all these one way content that would have worked well in the 2000s. Now, over 80% of digital ads gets ignored by users. Instead, consumers now wants to have a two way interaction with the brand, being able to engage with your brand’s content to get a feel of your product or services before deciding if they want to buy from you.
Customer-centric marketing tactics are at the heart of interactive marketing efforts, with user experiences personalized to consumers' behaviour, preferences, and expectations. Interactive digital marketing motivates consumers to interact with your content rather than just absorb it passively.
Many big brands such as Kate spade and Disney Plus+ have hopped on to using interactive content as part of their marketing strategy because they recognised the importance of interactive marketing today, in the age of rapid digital advancement.
Interactive material may evoke certain emotion and reactions, making it more engaging than static contents. It generates higher engagement rates because only 20% of online visitors will read the content but as much as 80% of the visitors will watch a video. Online users also receive actual value from interactive content, which enhances the conversion rate tremendously from 14% to 43%. Interactive content that are well created and unique get 25% more social shares than non interactive content.
Now, let's take a look at some of the best types of interactive content for your marketing strategy.
1. Interactive Video
As the name speaks for itself, interactive video allows the viewer to interact with the video. This means that viewers can play with the video elements, change the tale by choosing different routes or narrative, and creates an immersive experience for the viewer. Being engaging is the hallmark interactive video, as it allows the viewer to influence the flow of the video through the use of common functions like clicks, drags, slides, and buttons.
When compared to regular linear video, interactive video generates 3x-4x the amount of audience engagement and 10% more conversion rate.
Example: Start Something Studio’s “MHC Diamond Designer”
As part of Malay Heritage Center’s marketing plan to build on their interactive initiative, SS created an interactive video that was set out to create a virtual experience that would allow the viewers to learn about the rich history of Singapore’s Malay heritage. Particularly since physical visits to their premises were challenging during the the global pandemic, Malay Heritage wanted to communicate the narrative of Singapore's very own Diamond Village in a creative and engaging way.
Knowing that the primary target audience was primary school students, SS ensured that the interactive elements, narrative, and instructions in the video were straightforward and easy to grasps. Users were taken on a journey to choose, polish, and finally make jewellery from their diamonds. Simple sharing features were also included to allow people to share their diamond creations on social media. The interactive video also performed seamlessly on desktop, tablet, and mobile displays, making it more accessible to more people.
Infographics are one of the most sharable form of digital content in 2017. When a brands publishes a very much well-designed infographic, it gets multiple linkbacks from other sites that posts the infographic on their own website and subsequently this rapidly distributes the infographic online, giving the brand organic traffics and enhances SEO ranking.
Sounds awesome right? However, in the age of fast digital progress, everyone now uses infographics as part of their marketing material, and infographics that only offer information and static pictures are no longer sufficient. Businesses must now include interactive material in their infographics in order to engage viewers. Infographic now must be interactive, educational, useful, and provides excitement the viewers.
Example: Family Fun in Scottsdale by Marriott
Marriott Hotels uses an interactive infographic to make trip planning even more enjoyable while also promoting their brand to potential clients. Vacationers planning a trip to Scottsdale may follow a personalized path via the flowchart to obtain location recommendations. The interactive flowchart serves as a tool to assist users in tailoring their holiday activities to their preferences such as age and interests. With the cute animation presented in the infographic, it adds a little more fun as compared to normal infographics.
Gamification in interactive marketing uses game features to boost brand recognition, awareness and engagement. It applies gameing mechanisms to non-gaming context. Gamification can be in a form of playable ads or very much a stand alone game, depending on the needs of your brand’s strategy.
One of the biggest advantage of Gamificatrion its attributed to its ability to provide an immersive and enjoyable experience to its users and this helps the users to remember the brand. Besides, it also increases user engagement and motivates them to do specified tasks.
Some strategies you may wish to consider employing in your next gamification campaign are achievements, leaderboards, progress or countdowns.
Example: SS Christmas Greeting Card
Rather than sending a typical Christmas greeting through phone chatting apps with regular pictures, gifs or text, SS has built a website where users can design their very own greeting cards with personalised message for Christmas in the most interactive way. After sending the final greeting card to their friends and families, they will be prompted to play a mini-game before reading their personalised message that the users have for them. The receiver of the card will play a simple ‘catch and collect’ arcade game using SS’s mascot Dice.
This mini gamification through christmas cards greeting has allowed SS to build a fun and engaging approach for people to learn about the brand and for new audiences to be exposed to SS.
Example: KFC's Shrimp Attack (Japan)
The stand alone game was specifically created to highlight KFC's new line of shrimp-themed menu items in an interactive gaming setting. Similar to the game “Fruit Ninja”, users have to slice away at the shrimp that have fallen out from the lower screen. This gamified marketing effort not only informed but also encouraged buyers to try out and purchase the KFC’s products. It reminds the users of KFC whenever they scroll through app pages on their phone or whenever they play the game!
Quizzes are no doubt a terrific way to include interactive components in your campaign since they are simple to complete and share. Questions and answers, quizzes are a fun approach to get people to interact with your content online. Besides, it can help your brand to discover insights of your audience when they fill in the quizzes, gain leads through e-mail sign ups when the results of the quiz are sent to their email and spark conversations on social media when your audience shares or post their quiz results online.
Funfact: In 2013, the most popular story on the New York Times website was actually a quiz.
Example: Knorr’s Personality Quiz
Knorr, a food and beverage brand owned by Unilever, wanted to enhance its brand awareness among Millennials by engaging them with interactive quiz ad. It aims to drive talkability about Knorr’s love of food and to encourage users to share it with their friends. Users are invited to take a personality quiz to find out what their favorite meal says about them. The quiz also included a bunch of interesting questions with delectable pictures to make the answering process more enjoyable.
Here you have it, the 4 best types of interactive digital marketing examples. Although the traditional digital marketing content still have their place in this digital era, but the truth is, consumers want to make real connections with brands, and they want the marketing content pushed out to them to be interactive and create an immersive experiences for them.
If you choose to stick with the plain old one-way communication type of digital content instead of using interactive digital marketing, then you might want to get ready to lose out in the competition because your competitors will start using them.
Interested in getting the upperhand by starting your own interactive digital marketing content? Have a free coffee and chat with us here!