Discover the concept of Interactive Communication and find out what its applications are in marketing – WAU
Interactive communication is a tool that adds artificial intelligence to Content Marketing, providing greater engagement with the public, immediate strategy feedback and consumer loyalty. It must be part of a strategy, in coordination with traditional content.
The internet has reached a point where content production is greater than people can afford to consume. There are many voices talking, and few ears – or eyes – for everything. In this context, interactive communication can be the lifeline for those who want to excel in strategy.
This type of content offers a more personalized experience in communicating with the customer and increases engagement rates. In this article, you will understand some fundamental points about this solution. We will cover the following topics:
What is interactive communication?
Interactive communication is the combination of the content that we already created in Inbound Marketing and technology, to provide an even more personalized and fun experience for the user. The result is more fun, which generates a higher engagement rate.
There are many types of interactive digital content. Note the most common:
In the past, interactive communication was quite limited, as technology did not yet allow certain things. Currently, however, with the development of artificial intelligence and its use in the media, interactivity allows deliver more appropriate content for the stage of the journey where each customer is.
With a quiz or a test, it is possible, for example, to find out which products in your mix are of most interest to the customer. So, in a next interaction, you will already have more relevant content to send.
Why should we look at this type of content?
In the mid-2010s, Digital Marketing reached the point that specialist Mark Schaefer called content shock. In a nutshell, the production of digital content continued to grow, but the demand for such content remained the same.
The result could not be otherwise: the overwhelming majority of content was not receiving due public attention. According to a BuzzSumo survey, 50% of the posts produced receive less than eight shares. In addition, three out of four do not receive links from other posts.
An important conclusion comes from this diagnosis: there is a lot of non-relevant content out there! With that in mind, it was necessary to think of a solution, and it came through interactivity.
Interactive content is the bet of the greatest marketing experts for the coming years. After a decade of massive production of posts, rich content and other texts, interactivity arrives to inject fresh air into the market.
It is important to stress that interactive communication will not “save” Content Marketing, nor will it replace other forms of content. On the contrary, it comes as an additional tool to compose the strategy and has brought a series of advantages. Below, we highlight the main ones.
Let’s assume that you send a short test to your customer. This content will provide two types of information: that which the user has filled out in the interactive form and also the acceptance of the format itself.
If the return on interactions is very low, it means that the material is not as relevant as you thought. Thus, it is time to promote changes to achieve greater engagement, which is only possible due to the feedback allowed by interactivity.
With the feedback received, it is possible to adopt an even greater degree of customization in the next materials that you send to the user.
The information provided in a test can serve as material to inspire an infographic, for example, or even a specific product announcement that will be relevant to the customer at that time.
A hallmark of interactive communication is that it is fun. It is very interesting for consumers to receive a calculator and find out, for example, how much they need to save each month to make their dream trip.
Therefore, people really interact with the content, and this is reflected in customer loyalty. Every time he receives a communication from that brand, he will have a good experience, which will certainly influence the purchase decision.
How to use interactive communication?
In the United States and Canada, interactive communication has been part of the companies’ marketing plan consistently since approximately 2018. Thus, we can use North American experiences as inspiration in the use of these resources.
The interactive content should be used in parallel to traditional communication. That’s because each of them plays a different role in the Digital Marketing strategy. While traditional media talk well with the general public, interactive is more successful with specific audiences.
Thus, interactivity can be well used to help a customer who is in doubt about the purchase to close the deal. You can also take your audience through the entire buying journey, leading you to take the decision what better will serve you.
Thinking from the point of view of Integrated Communication, you can engage the internal audience through interactive communication.
For example, in a project that requires collaboration between different departments, it is possible to have a tool through which they can update data, so that everyone can see progress and stay motivated.
What are the best tools?
There are some platforms and tools that allow the creation of interactive pieces in different formats. Follow.
Mapme is a tool that allows creating stories using maps. With it, it is possible to integrate videos and animated pieces to the maps, creating a narrative. The platform also allows users to enter their own location, creating a more personalized experience.
Playbuzz is a tool dedicated to those who work with text and publications. The platform allows you to insert content such as videos, animated infographics, quizzes and more throughout the texts.
Ion interactive is a tool that facilitates the entire process of creating and using interactive content in the marketing strategy. On the platform, it is possible to create, in a simple way, all kinds of interactive pieces, such as calculators, tests, videos, infographics, maps and many others.
The platform offers a high degree of independence to companies, as the interface user friendly allows great autonomy in the elaboration of the pieces. At the same time, it is possible to count on the help of the qualified team in interactive content, if the company wishes.
Did you like the idea and want to create interactive, fun and interesting communication content for your company? Meet ion, our tool that makes this whole process simpler!