In recent years, interactivity has entered companies like a breath of fresh air for customers. Thanks to this system, consumers feel a greater closeness to the company while also experiencing an improvement in the user experience.
Active listening to customers is linked to success, so we advise you to implement interactivity in your business to enjoy a good customer-company relationship.
Interactive Marketing and its Relationship with Content
Interactive marketing must be present in your business’s strategic plan if you want it to be effective. With this technique, you can achieve greater engagement and optimize your marketing actions.
Furthermore, it allows you to improve all stages of the sales funnel, from attraction to lead conversion. Even if a company’s goal is lead generation, the consumer must feel that they are not just another customer. For this, we have interactive marketing, which helps personalize the content for each user and make them feel special.
This strategy aims to make the consumer interact with the brand, creating a perfect scenario for conversion, nurturing, and user attraction. Ultimately, it is based on placing the customer at the center to give them a sense of inclusion in the company, achieved through interactivity and effective corporate communication.
How to Use Interactive Content on Our Website
Interactive marketing’s primary function is, as mentioned, to maintain a better relationship with the customer. However, we can also apply this technique to different departments such as:
- Data Capture:
Data intelligence is increasingly necessary and used in the business world. Data mining allows us to understand information about our customers, segment it, and use it to provide consumers with what they want. Interactive marketing boosts these results to capture the public’s attention and generate leads.
- Lead Nurturing:
It’s not just about capturing consumer data; it’s also necessary to nurture our customers with personalized and different content. Adding interactivity provides another reason for consumers to engage. For this, we can use consumer-relevant information in an easy-to-understand format, such as infographics or quizzes.
- Customer Loyalty:
Once the consumer has gone through nurturing and capture, it is necessary to build loyalty to keep them with us. It is important to maintain the relationship with them, sending valuable content throughout the process and at the end. For example, a post-purchase questionnaire can help maintain this connection.
10 Tools for Implementing Interactivity
To implement interactive content, certain tools can be helpful, such as the ones mentioned below:
- Ion Interactive
- ContentTools
- SurveyMonkey
- Thinglink
- MapMe
- Apester
- Qzzr
- Calculoid
- Involve.me
- SurveyAnyplace
Trends in Interactive Content
There are numerous trends in the world of interactive marketing, but a study by Forrester highlighted the most important characteristics of consumers based on interaction channels.
- Good communication with the customer, signifying dedication from the business team.
- Voice is the preferred form of communication among consumers as it instills more confidence.
- Chat is becoming increasingly popular and its usage is on the rise, though still below voice, it is experiencing growth.
- While one might think that email is one of the less-used methods, it ranks third and is also growing.
- Social media is on the rise but ranks lower as a form of customer communication.
How to Connect with the Customer
Interactivity has come into our lives to stay; it is one of the elements that makes information easier to understand and helps us comprehend tedious texts flexibly.
Digital advertising, newsletters, contests, quizzes, bots, or apps are just some of the ways to implement interactivity in your business. Thanks to these methods, users can feel they are part of the business, and there is a genuine concern for them.
This strategy comes with numerous advantages such as customer satisfaction, increased sales, better conversion rates, virality, or lower marketing costs.
