Users are increasingly conditioned to interact with mobile apps, which provide an instant feedback loop. Put in data, get a result. Check bank balances. Play a game and see your stats. There is an inherent interactivity in a mobile app that users are coming to expect with their browser-based experiences as well.
It’s no longer enough to pitch your wares and win the sale. Consumers expect useful experiences from the brands they do business with. An experience that helps your audience learn something, makes their lives easier, provides personalized information or entertains them will always win the day over a self-serving experience that simply overloads the visitor with copy.
With the explosion of content available at every turn, web users are increasingly taking their content in small doses. Consumption becomes about skimming and surfing rather than settling in for a long read. Content chunks are more easily digested than an endless tome of paragraph after paragraph.
Adding useful, enjoyable interactivity to your marketing experiences can significantly elevate your user engagement and conversion rates. That’s where interactive content comes in.
Interactive content can elevate any digital experience, from a home page to deep links to landing pages. In the case of campaign-specific digital landing pages, interactive content is particularly transformative.
An interactive content experience is a browser-based marketing touchpoint designed for user engagement. It’s not a mobile app that runs on a mobile operating system as an installed application. It’s desktop, mobile, tablet—any device, any time. Interactive content can take the form of:
91% of buyers agree that “I prefer more interactive/visual content that I can access on demand” based on the 2015 Demand Gen Content Preferences Survey.