Passive vs. Interactive Marketing
In marketing, we find two forms of content: passive and interactive. Passive content is a form of advertising that does not require anything of the viewer, like a sign, an ad, or a television commercial — many traditional forms of marketing are decidedly passive. Interactive content, however, demands something of the viewer and, in turn, draws further engagement from them. If you want to learn more about this type of marketing, then read on about what interactive marketing is and how you can use it to strengthen your brand.
What Makes Content Interactive?
If your marketing efforts included polls, contests, assessments, quizzes, games, or interactive eBooks, they were interactive. While most marketing revolves around one-way communication with the viewing audience, interactive content requires some reciprocation. Not only does this content increase engagement, but you can also leverage it to gather valuable data about your customer base and increase brand engagement simultaneously.
The Interactive Impetus
Interactive content is becoming more prevalent, especially among larger corporations. An astounding 87% of marketers agree that it increases engagement compared to passive content. As of this year, 62.3% of companies are utilizing some form of interactive content in their marketing campaigns, an increase of more than 16%.
Serious Engagement
According to a study by the Content Marketing Institute, 60% of content marketers listed “producing engaging content” as a top challenge. That problem has an answer: interactive content. With the high numbers of people who use their cellphones daily, interactive marketing is more accessible and prolific than ever before. A survey by Inc.com rates interactive content as 93% effective as opposed to static content, which ranks at 70%. More than just a tool for advertisement, interactive content can also educate potential customers about your product or service. And those who engage with your content are more likely to appreciate its message, which improves your brand’s strength. Creating interactive content can help reshape your engagement levels and give you a stronger brand and a more loyal audience.
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