Interactive Content & the Future of Experiential Marketing [Infographic]
(Updated September 13th, 2018)
You're probably already quite familiar with interactive content. Ever taken a quiz to see what kind of garlic bread you are? (I’m regular garlic bread.) Or used an IQ calculator via Facebook? Ever explored interactive visuals (like heatmaps)? Or engaged with 360° photos, videos, or graphics?
These interactive content examples are used everyday by businesses looking to entertain, educate, and otherwise provide information to their audiences in a new way.
With polished spectacles focused, we've gathered several million tons of statistics from industry research, surveys, reports, and from Beaumonde case studies to deliver to you a comprehensive report on the benefits of interactive content and interactive content marketing.
In the following blog we will demonstrate how interactive content works great for experiential marketing campaigns, education, lead generation, and more.
(P.S., Interactive media applies readily to any discipline — from music distribution and marketing to the promotion of a restaurant or showcasing of a scenic venue.)
Interactive Content Marketing
One of our phenomenal (and French-speaking) Beaumonde team members created the infographic you see below. Check it out for all the best research-based statistics you could ever dream of:
According to a Content Marketing survey, the number one reason businesses choose to use interactive content is to educate their audiences. Did you know: People are far more likely to remember visual-based media than text-based media? Yep. It’s true. We are living in a multi-media world, friends. And if you are a business-owner or marketer of some echoing type, that cutting edge everyone talks about is worthy of your approach. (Source.)
Here are a few great interactive ways to educate buyers and present complex information in a simple way:
Infographics and Gifographics,
360° videos, photos, and graphics, and
Polls and surveys.
Some combination of these works great too. Like pairing a 360° photo of a restaurant with a survey about new menu offerings.
Event Promotion + Interactive Marketing
Consider using interactive media to boost other content on your website and to appeal to your target market(s).
FC Barcelona, once home to fútbol legend Ronaldinho, released a which-soccer-player-are-you quiz that linked with an upcoming Champions League match, serving as both entertainment and event promotion.
So pretend you own a brewery and are hosting a concert in an open room nearby to those beloved copper malt vats. To get people excited for the upcoming performance, you post a few 360° photos of your brewery on social media, giving fans a behind-the-scenes look at your brewery’s process and heritage.
Add in a few links to the soon-to-be performing band and - Boom! - all your dreams come true. People come to hear their favorite lead singer, to meet friends, and while there to try your new beers (like that hair-raising 9% IPA).
INTERACTIVE CONTENT Tools: 360° Media
Interactive 360° content yields valuable results in demanding social ad campaigns. While more traditional types of interactive media (like IQ quizzes) engage audiences, 360° content takes marketing campaigns and user-experiences to the next level.
360° photos, for example, (which can be viewed on desktop, mobile, and through VR goggles if you’re really adventurous), provide people with new experiences that are both memorable and educational.
Check out a few of our favorite applications of 360° media:
360° virtual tours,
360° music videos,
Fan experiences, and
These examples all help businesses to get more clients, for festivals to sell more tickets, for artists to gain more fans, and to build overall awareness that converts online.
Did you know, Interactive Content is 23% more effective at educating buyers in comparison to static content? (According to survey by Ion Interactive.)
A few months ago, we created a 360° photo ad for Greensboro-based fine arts hub Ambleside Art Gallery. We ran the 360° photo (see below) as an advertisement on Facebook, and as a way to give unfamiliar visitors a chance to discover the gallery.
360° photos are great because they're unique enough to stand out but not so alien or hard to use that people are scared off. They can take their time and interact with the content at their own pace.
Plus, 360° content significantly outperforms standard 2D content in terms of reach, engagement, and return on ad spend.
When using video on social, try going live in 360° on Facebook as a way to engage people in a new way.
Incorporating 360° interactive advertising doesn't have to be a full-scale overhaul operation for your business' marketing strategy.
Other ways to utilize 360° content beyond running active ads include using Google Street View and 360° virtual tours of spaces.
(And check out our tour of the new Raleigh Union Station below.)
If your content marketing plan is already full, or you're not sure how interactive content integrates with your social media schedule you can always ask us for help.
Google Street View and 360° virtual tours are another option for distinguishing your brand through the publication of unique & captivating content online.
Getting your business on Google Street View may cost money upfront, but once completed the 360° photos are there forever and don't require maintenance. In a sense, Google Street View 360s function like ads: educating buyers, giving people a chance to 'try before they buy' and helping inform decision-making when purchasing.
Fun Fact: 88% of B2B marketers said that at least 10-30% of their content would be interactive by 2018. (Source.)
So what is so special about a 360° photo? Perhaps it's the panoramic views. Or, for example, floating cloud-like text boxes over people's heads. Or maybe it's the vast possibilities for artists, marketers, musicians, and businesses to refine their authenticity.
Interactive content engages audiences and gives them an opportunity to connect with brands. A 360° infographic, for example, or an event photograph are two examples of many types of stunning interactive content.
Interactive content vs Static Content
Interactive content cuts through the clutter of social media news feeds by bringing fresh content to timelines. At its core, the 360° medium is interactive, and therefore inviting (generally speaking, of course).
This is great news if you are trying to flex your business or product offering on a budget.
With interactive content, you can make more people say "ding-dong that’s pretty cool!" for the same ad-spend.
Check out the chart below:
How does this equate?
With 360°ads, you could see results like 9x the photo clicks, +150% Reach and Post Engagement, and +360% page likes.... all for the same ad spend you're currently working with.
Interactive content (like 360° photos or ads) are great for lead generation simply because they are so captivating.
Interactive advertising draws peoples' eyes and can serve as a bridge between customer experiences and business' decision-making, perceived ethos, and even overall success.
In the fullest sense of the word, interactive advertisements are engaging without being intrusive.
"I work on finding unique ways to attract people to my business. I want to provide them with enough goodies to get them naturally interested in my company so they eventually warm up to the brand enough to want to hear from us! That usually resonates better, and that's exactly what lead generation is: It's a way of warming up potential customers to your business and getting them on the path to eventually buying."
Let's dive a little deeper. Read our latest case study.
Create Brand Awareness
360s work great for brand activations and to build your reputation as an innovator. (If that's what you want to do.)
Imagine if Trek created an iSpy-type 360° photo showcasing 50-years of their road bikes where handlebars, crankarms, frames, and even pictures of famous riders like that infamous Lance were all over the walls of the 360° space. Clicking on bicycles could reveal bike specs, promotions, or even show footage of famous riders racing Treks up steep mountain slopes in Le Tour de France.
Beaumonde co-founder, Caroline Caldwell, created a 360° photo in this style of iSpy demonstrating how interactive content applies to brand activations and generating brand awareness. (See below.)
How Important is Interactive Content?
Very. Creating a high-octane piece of 360° interactive content is, in some senses, a much cheaper version of a shop hosting an event for neighboring communities.
Sure, they exist on different scales, but both events and 360° interactive content generate buzz, offer engaging & educational experiences, disrupt the daily flow (in a good way), and more than anything prove memorable to participants.
Interactive content works great on a budget, is not just some fad, and requires little technical expertise to use when you work with a company like Beaumonde for 360° and immersive content.
Interested in getting started using interactive content as part of your marketing campaign? Have a burning question you need answered? Comment below or contact us for a free 15-minute phone consultation.
See you next week.