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The Symphony of Connected Interactive Content Marketing

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Get an exclusive sneak peek into Content Marketing Institute’s brand new 2017 research.

"Connected, interactive content experiences deliver more trusted data and more measurable results. Original research illuminates how marketers are making big, beautiful music."

Get the most up-to-date and complete research available anywhere and get answers to your most pressing questions:

- How is emotional content more effective?
- What are the top reasons for using interactive content?
- How effective is interactive content?
- What types of interactive content are used most?
- What are the reasons for not using interactive content?
- What does Content Marketing Institute recommend?

Get the inside backstory on enterprise interactive content from the authorities at Content Marketing Institute and ion interactive.

Publié dans : Marketing
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The Symphony of Connected Interactive Content Marketing

  1. 1. “Music is one of, if not the most, emotional of art forms. We are moved by it. Persuaded by it.
 
 As marketers, our ability to deliver more emotional interactive experiences will be the key in receiving insightful data from our customers.”* * 2017 Content Marketing Institute’s Research Report
  2. 2. What’s Inside • The big picture • The all-new research & data • Examples & case studies • Considerations
  3. 3. “Content that engaged participants in
 a two-way dialog or exchange, often providing
 utility and usefulness.”* * 2017 Content Marketing Institute’s Research Report Interactive Infographics Self-Assessments Report Cards Quizzes CalculatorsSolution Finders Configurators eBooks Interactive Lookbooks
  4. 4. Emotional Data
  5. 5. “The best part of this interactive experience: 
 this data was given,
 not gathered.”* * 2017 Content Marketing Institute’s Research Report
  6. 6. “The key power of interactive content is that it provides valuable experiences where our audience wants to willingly provide us with insightful information.”* * 2017 Content Marketing Institute’s Research Report
  7. 7. “In exchange for entertainment, engagement, or true utility, consumers are trustingly giving over accurate data in order to receive something they perceive as valuable.”* * 2017 Content Marketing Institute’s Research Report
  8. 8. “Emotional data is simply more valuable than data gathered through some surveillance or restrictive-based approach.”* * 2017 Content Marketing Institute’s Research Report
  9. 9. “The asset we are building
 for the organization is the audience itself. The richer and more detailed the information we have on
 the audience, the more
 valuable the asset.”* * 2017 Content Marketing Institute’s Research Report
  10. 10. The Data and What it Means
  11. 11. 46% indicated their organization has used interactive content as part of its overall mix of content marketing tactics.* 46% * 2017 Content Marketing Institute’s Research Report
  12. 12. Reasons for Interactive Content Use Engagement Educating the Audience Create Brand Awareness Lead Generation/Top of Funnel Conversion Storytelling Lead Nurture Customer Retention/loyalty Customer Retention Sales Enablement Other 4% 33% 33% 34% 37% 46% 50% 57% 58% 63% 66% * 2017 Content Marketing Institute’s Research Report
  13. 13. 79% 79% of content marketers who are using interactive content plan to increase their use of it in the next
 12 months.* * 2017 Content Marketing Institute’s Research Report
  14. 14. Big Benefits
  15. 15. 87% agree that interactive content grabs the attention of the reader more effectively than static content.* 87% * 2017 Content Marketing Institute’s Research Report
  16. 16. 77% agree that interactive content can have reusable value, resulting in repeat visitors and multiple exposures.* 77% * 2017 Content Marketing Institute’s Research Report
  17. 17. 75% agree that non- gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing.* 75% * 2017 Content Marketing Institute’s Research Report
  18. 18. 73% agree that
 combining traditional content marketing tactics with interactive content enhances retention of
 my organization’s
 message.* 73% * 2017 Content Marketing Institute’s Research Report
  19. 19. * 2017 Content Marketing Institute’s Research Report 68% agree that interactive content provides valuable ways 
 to repurpose my organization’s
 passive content.* 68%
  20. 20. “Switching to interactive experiences has simplified the customer education process.” ~ Danny Kirkman, 
 Marketing Specialist Advisor, FedEX
  21. 21. 82 FedEx uses embedded
 interactive experiences to
 make shipping easy and
 increase revenue by 82%. Increase %
  22. 22. “The fact that the average reader spent 12 minutes on the microsite tells me that not only is the site engaging, but also people are spending time going through the information. The content is engaging the reader.” ~ Alberto Hernandez,
 Special Projects Marketing for BASF
  23. 23. “We don’t want to make people wade through a boring sales sheet. These are fun engagement tools that allow us to drive more people to our site.” ~ Steve Gándola, 
 Direct-to-Consumer Market Manager, VSP
  24. 24. 4X Purchasing power drove 4 times the number of e-commerce conversions. Conversions
  25. 25. 50X An engaging quiz
 drives 50 times more participation. Engagement
  26. 26. 36Increase in Conversions 21Increase in Site Visits % %
  27. 27. Interactive content usage:
 Where, What, When, How
  28. 28. Website Traffic ……………………….……………….… 53% Social Media Sharing ………………………………….. 48% Data Capture …………….…………………………….… 41% Higher Conversion Rates …………..…………………. 41% Time Spent on Website………………………….……… 41% Sales Lead Quality …………………………..….………. 38% Sales …………………………………………..…………… 31% SEO Ranking …………………………………..…….…… 29% Inbound Links………………..…….………………..……. 25% Brand Lift ……………………………………..………..….. 24% Purchase Intent ………….…………….….………..…..… 24% Qualitative Feedback from Customers………….…..… 24% Brand Differentiation ……………..………………..…..… 21% * 2017 Content Marketing Institute’s Research Report Method(s) Employed to Measure
  29. 29. Interactive infographics 44% 52% Contests 50% 47% Calculators 52% 46% Quizzes 48% 46%
 Assessments 54% 46% Interactive eBooks 38% 40% Interactive white papers 24% 27% Configurators 26% 21% Interactive lookbooks 15% 15% Wizards 17% 13% 2016 2017 Types of Interactive Content Used * 2017 Content Marketing Institute’s Research Report
  30. 30. GE Infographic
  31. 31. Symantec Calculator
  32. 32. Sears Quiz
  33. 33. Skyword Assessment
  34. 34. Dun & Bradstreet White Paper
  35. 35. 4.5 Types on Average
  36. 36. * 2017 Content Marketing Institute’s Research Report Landing
 Pages Social Media
 Platforms Blogs Microsites 45% 60% 54% 54% Where It’s Used
  37. 37. Effectiveness of Interactive Content * 2017 Content Marketing Institute’s Research Report Contests Calculators Configurators Assessments Interactive Infographics Quizzes Wizards Interactive Cookbooks Games Interactive eBooks Interactive White Papers 47% 49% 49% 54% 55% 58% 61% 63% 65% 58% 58%
  38. 38. Stage in the Buyer’s Journey Where Each Listed Type of Interactive Content Is Most Effective
 When Used For Content Marketing Interactive infographics 52% 35% 13% Contests 35% 35% 30% Calculators 23% 44% 33% Quizzes 74% 20% 6% 
 Assessments 77% 16% 7% Interactive eBooks 39% 54% 6% Interactive white papers 59% 37% 4% Configurators 40% 50% 10% Interactive lookbooks 35% 50% 15% Wizards 59% 33% 7% EARLY MIDDLE LATE * 2017 Content Marketing Institute’s Research Report
  39. 39. “..it points to the important need
 to capture meaningful data, and connect
 it across the entire funnel in order to
 provide more value.”
  40. 40. Why not Interactive Content?
  41. 41. Motivating Factors Tools to Simplify the Process Tools to Reduce the Cost Tools to Shorten the Timelines Education on How to Use Best Practices Ease of Use More Budget to Experiment With Proven Case Study Examples Buy In at the Executive Level Other Nothing 1% 5% 20% 36% 41% 42% 45% 46% 52% 41% 41% * 2017 Content Marketing Institute’s Research Report
  42. 42. Reason(s) For Not Using Interactive Content Lack of Staff/bandwidth ……………………….…………………………..……….… 50% Lack of Budget ……………………………………………………………………..….. 39% Lack of Technical Expertise ………………………………………………….……… 37% Not Sure Where to Start …………..……………………………………………….…. 41% We Haven’t Researched it Yet ……………………………………………..………… 41% We Are still Researching It ……………………………………………….….………. 38% Too Time-Consuming To Produce ……………………………………..…………… 31% Too Expensive …………………………………..…….……………………………..… 11% Lack of Buy-in at the Executive Level of our Organization ………………….…. 25% Not Convinced of the value ………………………………………………………..….. 9% Little to no usage in my industry.that merits the investment ……..….…..…..… 6% Don’t believe it is effective …..…….…..……………………………………………… 2%
 We Tried Interactive Content in the Past, But Did Not Have Success ………… 2% * 2017 Content Marketing Institute’s Research Report
  43. 43. More Experience = More Success
  44. 44. 3 years = 24% of
 total marketing content produced by the business.* * 2017 Content Marketing Institute’s Research Report 24%
  45. 45. CMI’s Takeaways
  46. 46. Interactive
 content isn’t just
 for the big guys anymore.
  47. 47. The breadth of interactive
 content continues to grow.
  48. 48. Measurability remains a challenge.
  49. 49. Measurability remains a challenge.
  50. 50. “Rather than focusing on producing one more piece, or some tactical quantity of interactive content, businesses would be wise to concentrate on getting more deeply connected and developing a more interconnected platform of interactive content experiences.”* * 2017 Content Marketing Institute’s Research Report
  51. 51. “…experiments
 needs to find their
 way into more
 deeply connected
 sets of investments.”* * 2017 Content Marketing Institute’s Research Report
  52. 52. “We will see 
 a lot more
 interactive content next year.”* * 2017 Content Marketing Institute’s Research Report
  53. 53. info@ioninteractive.com twitter: @ioninteractive atalerico@ioninteractive.com twitter: @annatalerico Thank You

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