8 Interactive Content Statistics to Guide Your Marketing Spend in 2017

By Robbie Richards

A decade ago, interactive marketing was something we only saw in Hollywood films and video games.

Oh, how things have changed!

In just one interactive content campaign, Zenni Optical generated 29,410 conversions and over $1,000,000 in revenue. But that’s just the beginning. This success, and many others like it, was not a product of some kind of V.R.-enhanced magic we saw in the animation above.

Zenni Optical used a 9-minute quiz, which was, certainly, beautiful and well-produced, but far from “high-tech”. It was a simple campaign almost any business could launch in a day with the right tools. This effectiveness across all stages of the buyer journey, coupled with the relative ease of execution has resulted in 53% of content marketers using interactive content to influence the buyer’s journey.

Sounds promising, right? Right – and yet, why are almost half of content marketers still hesitant to take the leap and start using interactive content – quizzes, calculators, interactive videos, knowledge tests – regularly? This is because interactive content is commonly perceived as complex and expensive to use. To a marketer or manager that’s already challenged by their content schedule, it’s just an extra burden – at least at first glance.

In fact, if you’re trying to pitch interactive content to a client or your own team members, you’re likely to run into some resistance. This is the case for any new technology – and interactive content is no exception. Having said that, this branch of marketing is new – but not so new that there’s no data on it. To help overcome some of these common barriers, we have compiled a list of eight interactive content statistics that definitively show how useful and valuable it can be.

These facts and figures can act as the leverage you need to persuade your organization, a client’s marketing team or your superiors to take a chance on interactive content.They show how the small risks are outweighed by massive potential returns – increase awareness, better educate and engage buyers, and capture more qualified leads for sales teams.Use the statistics to help sell, or justify, your investment in interactive content.

Interactive content generates 2x more conversions than passive content (Kapost)

Effective marketing is ultimately about making money. Not in the sense that marketing always has to drive sales, of course. What really matters is guiding users along a sales funnel or customer journey, and the above statistic illustrates why interactive content shines in this department. So does the following quote by Crazy Egg‘s Sherice Jacob:

Interactive marketing focuses less on an immediate sale and more on building a relationship with customers.

88% of marketers say interactive content differentiates them from their competitors (Business2Community)

70% of B2B marketers are creating more content than they did one year ago. I mean, every single day marketers release over 2 million blog posts. These are vast numbers – and its just the tip of the iceberg. It’s fair to say that the internet is Go to the full article.

Source:: Business 2 Community

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