Shaping Your Digital Future Part 1: Creating Amazing Experiences Through Interactive Content
Cookies are on the way out. Consumer sentiment towards cookie use has never been the most positive, and as tech giants such as Apple and Google begin to remove cookies from their browsers, it’s only a matter of time until they are gone for good.
Top Blockchain News: KuCoin’s Into The Cryptoverse Report Reveals 35% of Nigerian Adults are Crypto Investors
While a cookieless future beckons, marketing teams must still find ways to compliantly and reliably collect data to exist in the digital future. Without the ability to retrieve it from third-party companies, brands must find new and creative ways to collect vital information from their audiences. However, this must also be achieved without compromising the browsing experience of target audiences, which could otherwise harm the publisher as well as the brand serving content.
The future is digital, and in the first of a two-part series on building a “Digital Future,” we take a look at how brands can deliver an exceptional customer experience and collect GDPR compliant data without the need for cookies, all through utilizing interactive content.
NFT UPDATES: DOV Management Launches NFT Rental and Investment Platform and the Industry’s First NFT Credit Fund
An Interactive Approach
According to Statistic Brain, the average human attention span lasts only eight seconds in the digital age – less than a goldfish. A sobering thought for marketers, who are tasked with not only grabbing the attention of their audiences, but also have to persuade these targets to engage with their brand. In order to better attract and retain the attention of audiences, many brands are choosing to leave static content behind them in favor of an interactive approach. Not only does interactive content create a more engaging experience for users, but it opens up a plethora of opportunities for brands when it comes to their wider marketing efforts.
Interactive content transforms what could be seen as simple static information, into something that engages consumers and builds trust in brands through the process of gamification. By utilizing tools such as polls, quizzes and surveys, brands can introduce gamification to participants who sign up, offering potential prizes in what becomes a highly user-friendly experience. Importantly, while brands are providing this amazing experience, they are also able to collect consented zero-party data.
A Winning Formula for All in Digital Future
Interactive Content benefits all parties involved in digital future. For advertisers, it drives 47% more viewing time compared to a non-interactive ad, this generates higher engagement and return on investment.
For consumers, they are able to engage in entertaining content that they enjoy whilst being safe in the knowledge their data is only being shared with the direct company. Publishers also successfully sell advertising space, especially monetizing their audience, while providing better value to the consumer in exchange for their data.
Gaining an Edge
It will be the brands that react the quickest to the removal of cookies that will receive the most significant advantage over others. Those brands who do not begin to a****** will be unprepared for a cookieless world, and will struggle to collect their own data.
In order to get ahead, brands can turn to interactive content, which enables them to generate their own first- and zero-party data. Once they have this data, they will be able to leverage it to learn more about their target audience, and will better understand how they can target consumers for future campaigns. In part 2 of Shaping Your Digital Future, we will explore exactly how brands can leverage data collected from interactive content to turn consumers into long-term retained customers.
[To share your insights with us, please write to sghosh@martechseries.com]
Comments are closed.