The Filter is back this week to bring you more fresh findings from marketing, communications, leadership, and beyond. Our team is obsessed with filtering the internet to find the most useful information for you. So keep an eye out for our weekly updates to stay in the iProv loop.
The last two Filters uncovered helpful websites and plug-ins that boost efficiency and email optimization. This week, we’re doing something a little different. We’ve identified five excellent examples of interactive online content to demonstrate why you should use them in your upcoming marketing plan.
In the Wild West of the digital era, online content was static and simple. Now, more than ever, marketers must be nimble and creative to connect with digitally fluent consumers.
Here are five great examples of interactive content we love:
Let’s begin with this informative lead generation tool the team at iProv created for our client, Scale Technology: The IT Cost Calculator. This specially formulated calculator, located on a landing page, promotes the benefits of managed IT services by showing business owners how much loss in revenue and work hours an IT disruption can cause. It’s easy to use and shows customers how they can save money by outsourcing their IT department. This creative tool highlights the value of Scale Technology’s corporate IT services.
Marriott designed this flow-chart-driven infographic to promote its hotel in Scottsdale, Arizona. It nails the main goal — customer interaction — by engaging the audience in a fun way to show off local Scottsdale attractions. It’s intuitive and easy to use, and the retro style is reminiscent of the golden age of family vacations on Route 66.
Note: While we love this content, we also noticed that Marriott dropped the ball. There’s no clear call to action!
This website helps marketers create simple online quizzes and is perfect for those who are just getting their feet wet with interactive content. It guides you through the process of making engaging quizzes that fit your audience. While designing your quiz, be sure to include an incentive for customers to provide an email address. You can do this by requiring an email to view the results. To add this critical component to your quiz, simply hit the Leads tab and fill out the Lead Capture section.
Here’s an excellent example of an online quiz that goes beyond the basics. On her website, Erika Holmes prompts the audience to take the “IT FACTOR” quiz at the top of the homepage. The goal of the quiz? To “Find your brand’s celebrity personality in under 60 seconds.” A rabbit hole of fun questions follows, using a “choose your own adventure” approach to get the customer excited about finding their brand’s personality. This well-crafted interactive content succeeds in two significant ways:
- It dramatically increases the session duration of each customer’s visit to the website – getting them more invested and interested in Erika and her company.
- It captures vital information about the business and business owner to help Erika make a sale.
Let’s be honest: Static emails can be boring. Let’s spice it up. Click on the link above for an article that shows the power of interactive email. The article focuses on the techniques of Mark Robbins, arguably the world’s leading expert in interactive email. If you have always subscribed to the idea that customer emails should drive traffic to a landing page or a website to perform an action, think again. This engaging article shows how interactive email simplifies the user experience and removes friction from the process of completing a desired action. The new trend is treating emails like landing pages. Add this to your arsenal to keep your organization playful and tech-savvy.
We love getting creative with interactive content! Join us next week with more trending highlights in the world of business and marketing.
Want to hear more about what effective marketing plans look like at iProv? See how we can help grow your business by signing up for a free consultation.