The internet is moving far past pop-up ads, banner ads and sponsored content when it comes to marketing to an audience. Interactive media is the new kid on the block in the world of marketing right now, and its many applications may have very far reaching effects on how marketing is done in the future. Let’s look at why interactive media is a great internet marketing tool.
There are jokes that humans now have an average attention span shorter than that of a goldfish. The reality is that we’ve become conditioned to an ever changing world and quickly get bored. This impacts subtle things like modern TV shows switching perspective every two to three seconds in contrast to the much longer shots in old black and white TV shows. If your advertisements aren’t designed to keep someone’s attention, you’ll lose it. Interactive media maintains the customer’s attention, and the longer you have their attention, the more likely they will absorb your message.
Interactivity also imprints the message more deeply than staring at a page of text. You see this same benefit when students are quizzed by others on facts they have learned as opposed to re-reading a textbook for a similar period of time. The act of thinking about the information and processing it leads to greater retention. This is why someone using an interactive educational resource like 888poker’s poker gaming instruction guide will remember more than if they simply read the rules either in print or online.
Infographics are not an exception to this trend. Infographics try to break down complex information into a flowchart or diagram the audience watches and follows. The act of following the infographic’s flow or scrolling along to see the journey the water drop or animal takes is a type of interactivity.
If your branded content teaches the audience something it wants to know or helps them solve a problem, they will become loyal to it. Credit card companies compete to be the first credit card someone has because they know the customer will be loyal to that one as their “first”; this has gotten so bad that the board game Life issued a version with the Visa credit card to build brand loyalty among children. The appliance brand whose how-to videos tell someone how to fix that leak on their own and save them $100 will get their loyalty now and preference for repair services or new product purchases in the future. Someone who wants to learn how to play poker that learns how through the interactive poker gaming instruction guide at 888poker is much more likely to play poker online on that website later.
Augmented reality may be the future of interactive marketing, by giving people information and entertainment as they go through life. And your product or service is promoted as the solution to the problem literally in front of them. In the case of augmented reality, someone is far less likely to kill the pop up describing a solution and search for another solution just as they tend to order the first thing Amazon’s Echo suggests in response to a query. This type of interactive technology hasn’t hit the mainstream but will be a goldmine for those who can dominate it.
Interactive media is an important marketing technique because it maintains the customer’s attention and keeps them engaged, allowing the brand’s messaging to be absorbed better. Using interactive messaging to teach customers what they want to know builds loyalty to the brand. Augmented reality has the potential to build on all of these trends but isn’t public yet.