Stop selling and start interacting. Consumers are savvy enough to understand traditional ad tactics and reject a constant feed of banners and pop-ups. They demand more from brands.
Stop selling and start interacting.
Content marketing now spans beyond blog posts with a call to action. Initiating dialogue in the comment section no longer qualifies as building relationships with consumers, nor does simply gaining likes and followers translate to profit. Social platforms change policies of paid advertisements by altering placement and implementing algorithms that tweak exposure. Marketers can no longer rely on a Facebook page to simply sell products or services.
Consumers are savvy enough to understand traditional ad tactics and reject a constant feed of banners and pop-ups. They demand more from brands. It is now a requirement to produce interactive experiences that are tailored for the customer. Interaction leads to increased time of consumption, which in turns produces more time to sell or build brand relationship.
Currently, interactive media is producing growth across various segments. According to Hubspot, Snapchat has 100 million daily users. As silly as it may seem, people enjoy interactive puppy dog face filters and augmented landscapes while recording personal videos. Going beyond apps, Hulu’s streaming television service will be implementing interactive advertisements. Why? Business Insider says “interactive TV ads let brands create more robust campaigns that can promote products featured in the show that the user is watching.” The landscape of branded communication is evolving into a two-way exchange. Interactive marketing should be used to humanize a brand with the goal being to attract and engage the consumer on multiple platforms while simultaneously selling them value. A prominent example is Starbucks.com, where Starbucks created a game that rewards users for participating.
Interactive content marketing will require research and A/B testing in order to find the proper formula. Undoubtedly it will be time consuming; however, the ROI is well worth it. Fortunately there are few quick options that take no time to implement. If you are currently using WordPress there are hundreds of slider/carousel plugins available. Testing new features and layouts, such as using multiple sliders to break up large blocks of text, will help you find the right formula for you and make your content easily consumable.
To learn more about interactive content marketing, don’t forget to sign up for the Digital Summit!
Start Date
Tuesday, September 20, 2016 | 12:45 pm
End Date
Wednesday, September 21, 2016 | 6:15 pm
AMADC Members will receive a $50.00 discount
Enter Promo code ‘AMADC50’
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Arena Stage at the Mead Center for American Theater
1101 6th Street, SW
Washington District Of Columbia 20024
www.arenastage.org
