Ian will discuss why and how cutting-edge marketers should leverage interactive content to support zero- and first-party data capture and ultimately drive more valuable, personalized experiences in this session. They will also share best-in-class examples and cover some critical considerations for choosing the best interactive tool for the job.

1. Interactive Content’s Role in
Declared Data Acquisition
IAN HELMS
Wpromote
@ianhelms

2. LET’S TALK DATA
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3. @ianhelms | #brightonSEO
ZERO-
PARTY
FIRST-
PARTY
SECOND-
PARTY
THIRD-
PARTY
TYPES OF DATA

4. WHY THIS DATA
MATTERS
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5. THE DEATH OF THE THIRD-PARTY
COOKIE
Marketing teams need to prioritize collecting
first-party data at every stage of the customer
journey, not just at the purchase stage.
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6. HURRY WHILE
THERE’S STILL TIME!
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7. UNDERSTANDING
INTERACTIVE
CONTENT
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8. WHAT IS
INTERACTIVE?
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9. THE VALUE OF
INTERACTIVE CONTENT
Interactive experiences allow consumers to tell you
exactly how they feel about topics directly or
tangentially related to your brand.
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1.

10. THE VALUE OF
INTERACTIVE CONTENT
This data can help you better sell your product and
serve your customers the information they need to
make informed purchase decisions.
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2.

11. THE VALUE OF
INTERACTIVE CONTENT
When leveraged appropriately, this value exchange
allows you to put the consumer first to generate
sustainable growth.
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3.

12. THE INTERACTIVE
CONTENT USER
JOURNEY
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13. STEP 1
Get people into your
experience!
QR CODE
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14. STEP 2
Entice them to start
the experience
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15. STEP 3
Start collecting their first-
and zero-party data
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16. STEP 4
Connect the data to their
customer profile
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17. STEP 5
USER: GETS
PERSONALIZED RESULT
BRAND: SEGMENTS USER
FOR REMARKETING
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18. GETTING
STARTED WITH
INTERACTIVE
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19. @ianhelms | #brightonSEO
BOOST
CONVERSIONS
EVOLVE BRAND +
PRODUCTS
INCREASE QUALITY
LEADS
INFORM FUTURE
CAMPAIGNS
INTERACTIVE CONTENT GOALS

20. 5 QUESTIONS TO ASK
WHEN
CREATING/IDEATING
INTERACTIVE CONTENT
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21. EXAMPLE: ASICS SHOE FINDER
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22. ● Keep it simple.
● Make it useful.
● Make it personal.
● Make sure it works!
INTERACTIVE CONTENT
BEST PRACTICES
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23. NAVIGATING THE
INTERACTIVE
LANDSCAPE
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24. INTERACTIVE PLATFORM ECOSYSTEM
… AND MORE!
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25. THANK YOU!
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