From software programs to advertising platforms and marketing methods, there’s always something new to learn or measure in content marketing. That last one — marketing methods — is a top concern for marketers everywhere. Most important? Learning the innovative strategies that appeal to and engage today’s audiences.
Did you know:
- Projections show worldwide augmented reality (AR) and virtual reality (VR) investments will hit $17.6 billion US in 2024.
- Eighty percent of businesses say personalized content campaigns perform better than those without personalization.
- Seventy-six percent of consumers not only expect personalized interactions — they’re frustrated when brands don’t meet these expectations.
Are you curious about leveraging interactive content to enhance your marketing? Here’s our explanation of — and approach to — immersive content marketing.
What strategies can help you effectively implement interactive content?
You’re well aware of the forever-in-flux nature of consumer sentiment and behavior. So, what approaches have you used when trying to build lasting relationships? You can create an immersive conversation with your customers using:
- Digital events
- Gamification
- Other immersive experiences, such as VR shopping
Engaging today’s audiences demands innovation. Let’s explore how tactics like personalized experiences, immersive simulations and interactive tools can elevate your marketing strategy.
Personalized experiences
According to VentureBeat, 61% of businesses have already invested in an immersive e-commerce customer experience. Of those businesses, nearly 90% have seen significantly boosted conversion rates. Tailoring experiences to your audience enhances engagement and drives return on investment (ROI), striking a balance between personalization and privacy.
Immersive simulations
You’ve likely used this approach in your personal life — shopping via immersive simulation. Think about when you used your phone’s camera to see how a couch or coffee table would look in your living room.
Did that experience influence your decision to buy (or not buy) that couch? According to Acxiom, 48% of consumers who used immersive simulation shopping purchased the product, and 78% of those buyers were happy with the experience. These immersive experiences enhance the buying experience in a safe, digital environment.
Interactive assessment tools
Understanding how your customers feel about interactive and personalized experiences is often as easy as asking them. Advanced survey logic solutions like QuestionPro make asking easy — the hyper-personalized questions collect targeted data with granular insights that you can use in strategic decision-making.
What results can you expect from interactive content?
We’ve covered why you should consider adding personalized and interactive content to your marketing mix. Now, let’s look at what outcomes you could expect, such as brand awareness, additional consumer insights and boosted conversions.
Increased brand awareness
According to a study from ON24, MarketingProfs and Content Marketing Institute (CMI), 85% of content marketers have successfully used campaigns to generate brand awareness. This outcome helps prove that consumers are hungry for their favorite brands’ content — that is, interactive content.
Interactive content sees almost 53% more engagement than regular, static content.
Maybe it's Maybelline, or maybe it's clever marketing
Remember that mascara ad featuring the trains and city buses with massive eyelashes? The campaign went viral for this makeup brand — even after it announced that the campaign wasn’t real. The trains and buses batting their eyelashes turned out to be nothing more than creative CGI. Despite this playful trickery, this is an example of effective out-of-home (OOH) marketing because the campaign was a hit. It increased brand awareness and captured significant media coverage and consumer attention.
Rich consumer insights
Various strategies and solutions can help you gather extensive consumer data, influencing future targeted campaigns. One of the most information-heavy tools happens to be something you already use — your website. Your website is rich with behavioral, demographic and campaign-specific data and insights. Remember, consumer trust and your brand’s integrity depend on responsible customer data handling.
A conversions boost
Interactive content can result in up to 30% more conversion rates than static brand content. Despite higher production costs, interactive content offers long-term value through ongoing engagement, lead generation and growth.
How can brands implement interactive content strategies?
With all the advantages interactive and immersive content offers, we know you’re eager to reap its benefits. What’s surprising is how many brands don’t know how to create a compelling interactive content marketing strategy. So, let’s look at practical ways to integrate interactive content into your marketing plan.
Start small, then scale
Even talented marketing experts with large budgets can experience issues implementing an immersive content strategy. Plenty of great ideas might never see the light of day, especially if you try to do everything all at once. Begin with manageable test campaigns to validate your options and gradually enhance complexity and scope. This approach allows for effective scaling, adaptation and pivoting when necessary.
Obsess over cross-device testing
Remember when your team had to learn how to optimize your website and other content for laptop, tablet and mobile screens? Well, delivering a memorable immersive experience requires the same type of optimization. In addition to ensuring your campaigns run smoothly across devices, you must verify consistent performance across platforms for interactive campaigns. Regularly test campaign performance and prepare for rapid iteration turnarounds if needed to keep your content functional and accessible.
Let Highwire guide your interactive content campaigns
Interactive content creates deep connections with consumers, but poorly functioning campaigns can have the opposite effect. Our team’s technical experience and creativity have helped brands make lasting impacts in the virtual world since 2008. Let’s work together and create a unique engagement strategy that resonates with your audience.
Request a consultation today to explore how Highwire tailors solutions to your brand’s unique goals. We’re excited to partner with you and help transform your brand’s immersive and interactive content campaigns.
