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Interactive Content is the New 'Content'

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Start involving and stop ignoring. Content that engages users is proving to be much more effective than traditional advertising.

Key Takeaway 1: Technology has changed the way we communicate and consume information.

The tried and true push marketing tactics (whether you are trying to sell a product, get or engage, attract, retain or train talent) of the past decades aren’t working anymore for 2 reasons:

Technology is changing how we communicate and consume information
and we are in the midst of a societal shift driven by millennials. We have to choose the right technologies to keep up, or we're in for trouble.

Key Takeaway 2: Why the Millennial Audience is driving disruption in the marketplace

How are Millennials different and why are we feeling an ever increasing pressure or shift in the marketplace in our efforts to reach, engage and retain this generation?

1: They are the first native technologist generation and they live online
2: They are notorious skeptics, but at the same time are very idealistic
3: They are gamers. They want interactive experiences.

Key Takeaway 3: Why Traditional Push/Passive Marketing tactics are continuing to lose their effectiveness for attracting, engaging consumers.

When it comes to content, the era of “if you build it, they will come” is coming to an end. The effectiveness of content marketing is no longer improved by simply pumping out more content. It has to be good, engaging and attention grabbing!

Key Takeaway 4: What are the benefits of Interactive Content?

Conversion:
Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content. (DemandMetric)

Comparing interactive to passive content, interactive content is somewhat or very effective at educating the buyer (93% versus 70%), differentiating from competitors (88% versus 55%) and being shared (38% versus 17%). (DemandMetric)

Sharing:
30% share interactive content compared to 17% share passive content (DemandMetric)

Key Takeaway 5: Boombox and Rapt Media’s observations and insights into the changing marketplace.

Struggle of interactive content
- Harder to think in 4 dimensions
- Need more content: might need 10 minutes for a 2 minute experience
- Technology is hard
- Devices, browsers, operating systems
- Publication in "hostile environments"

Contact us:

info@raptmedia.com
caleb@raptmedia.com
@raptmedia
@Qzzr_

Published in: Marketing
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Interactive Content is the New 'Content'

  1. 1. Start Involving and Stop Ignoring INTERACTIVE CONTENT IS THE NEW 'CONTENT': #BoomboxRaptMedia
  2. 2. AGENDA • PERFECT STORM • TECHNOLOGY • "MILLENNIALS" • BENEFITS OF INTERACTIVE CONTENT • STRUGGLE OF INTERACTIVE CONTENT • HOW TO MAKE CONTENT THAT WORKS #BoomboxRaptMedia
  3. 3. Owen Fuller, Chief Evangelist, Boombox @owenfuller #BoomboxRaptMedia Caleb Hanson, VP Product, Rapt Media @calebhanson
  4. 4. #BoomboxRaptMedia At Rapt Media, we are building the future of video. Our interactive storytelling technology gives marketers and content creators entirely new ways to tell personalized stories across all devices. RAPT MEDIA
  5. 5. #BoomboxRaptMedia Rapt Media offers the power to engage, turning viewers into participants and interactions into insights
  6. 6. #BoomboxRaptMedia The worlds most engaging quizzes, polls and lists
  7. 7. #BoomboxRaptMedia Powering millions of engagement from the worlds best publishers, brands and agencies
  8. 8. PERFECT STORM #BoomboxRaptMedia
  9. 9. #BoomboxRaptMedia
  10. 10. AND IF WE DON’T ADJUST… THE FUTURE IS SCARY #BoomboxRaptMedia
  11. 11. • 30% of the population • “Digital Natives” • In Control of their destiny • Skeptical, but idealistic • Video gamers MILLENNIALS
  12. 12. MILLENNIALS A HUGE BUCKET WANT TO BE IN THE DRIVER'S SEAT CAN'T BE BARKED AT OR SOLD WANT A REAL DIALOG, WANT TRANSPARENCY #BoomboxRaptMedia
  13. 13. TECHNOLOGY -MULTIPLE SCREENS, MANY TABS - INTERACTIVITY IS EXPECTED - AD BLOCKERS - HTML5 VS. FLASH - INUNDATED WITH IRRELEVANT ADS (EVEN THE TARGETED ONES, INFERENCE VS. CHOICE) #BoomboxRaptMedia
  14. 14. POWER OF CHOICE #BoomboxRaptMedia WHEN VIEWING CONTENT: • 86% OF CONSUMERS WANT TO BE ABLE TO CONTROL THE TOPICS THEY SEE ON NEWS SITES. • 56% OF CONSUMERS LIKE CHOOSING CONTENT THAT IS RELEVANT TO THEM.
  15. 15. BENEFITS OF INTERACTIVE CONTENT ENGAGEMENT CONVERSIONS DATA #BoomboxRaptMedia
  16. 16. PASSIVE VS INTERACTIVE CONTENT #BoomboxRaptMedia Conversions
 Educating Buyer
 Differentiating From Competitors
 Being Shared 36% < 70% 
 70% < 93%
 55% < 88%
 17% < 38%
  17. 17. PASSIVE VS INTERACTIVE CONTENT #BoomboxRaptMedia
  18. 18. QUIZZES – THE SECRET WEAPON #BoomboxRaptMedia 82% click to conversion rate 78% completion rate 2:27 average time 14% lead conversion rate
  19. 19. QUIZZES – THE SECRET WEAPON #BoomboxRaptMedia
  20. 20. STRUGGLE OF INTERACTIVE CONTENT #BoomboxRaptMedia HARDER TO THINK IN 4 DIMENSIONS NEED MORE CONTENT ZOMG, TECHNOLOGY IS HARD - GLOBAL DISTRIBUTION - DEVICES, BROWSERS, OPERATING SYSTEMS - PUBLICATION IN "HOSTILE ENVIRONMENTS"
  21. 21. MAKING CONTENT THAT WORKS: 7 RULES #BoomboxRaptMedia 1. DO SOME RESEARCH, GET INSPIRED 2. BUILD FOR YOUR KPIS 3. MAKE THE CHOICES MEAN SOMETHING 4. THINK OUTSIDE-IN 5. MOBILE MOBILE MOBILE 6. PROVIDE AN INTERESTING RESULT OR SHAREABLE INSIGHT 7. LEARN, ADAPT, IMPROVE
  22. 22. #1 - DO SOME RESEARCH, GET INSPIRED #BoomboxRaptMedia
  23. 23. #BoomboxRaptMedia #1 - DO SOME RESEARCH, GET INSPIRED
  24. 24. #1 - DO SOME RESEARCH, GET INSPIRED #BoomboxRaptMedia
  25. 25. #1 - DO SOME RESEARCH, GET INSPIRED #BoomboxRaptMedia
  26. 26. #2 - BUILD FOR YOUR KPIS: INCONTACT #BoomboxRaptMedia •Doubled conversions ! •126% increase in time on site ! •Sales team gathered valuable data based on user interactions with video
  27. 27. #3 - MAKE THE CHOICES MEAN SOMETHING: AB INBEV #BoomboxRaptMedia AB InBev - 20 Interactions per play + 15 mins per session
  28. 28. #4 - THINK OUTSIDE IN: ZENNI OPTICAL #BoomboxRaptMedia
  29. 29. #BoomboxRaptMedia #4 - THINK OUTSIDE IN: ZENNI OPTICAL
  30. 30. #BoomboxRaptMedia TIMES TAKEN 516,704 LEAD IMPRESSIONS 455,929 LEAD CONVERSIONS 29,410 CONVERSION RATE 6% AVG TIME SPENT 0:24 82% #4 - THINK OUTSIDE IN: ZENNI OPTICAL
  31. 31. #BoomboxRaptMedia Top revenue-generating channels included: •  Organic Search: $143,692 •  Email: $126,674 •  Paid Search: $103,545 Traffic to the quiz landing page: 573,338 unique visitors Revenue: $1,167,746.21 9,655% Return on Investment: #4 - THINK OUTSIDE IN: ZENNI OPTICAL
  32. 32. #5 - MOBILE MOBILE MOBILE: PHILIPS #BoomboxRaptMedia • Average mobile interactive video viewing time exceeded 4 minutes • Average viewer interacted 3-4 times • Increased purchase consideration by 6% • Increased sales 16% as direct result of the campaign • Unprecedented data insights • And it was an award winner — 
 Effies, Mashies
  33. 33. #6 - PROVIDE A RESULT / INSIGHT #BoomboxRaptMedia 0 likes, 6 comments taken 70k times over 750k social lift
  34. 34. #BoomboxRaptMedia #6 - PROVIDE A RESULT / INSIGHT
  35. 35. #7 - LEARN, ADAPT, IMPROVE: GAIAM TV #BoomboxRaptMedia •Doubled Sales ! •3X Increase in shopping cart completion ! •5X increase in CTR ! •Reduced clicks to purchase
  36. 36. Caleb Hanson VP of Product, Rapt Media @calebhanson Start Involving and Stop Ignoring </ INTERACTIVE CONTENT IS THE NEW ‘CONTENT' > Owen Fuller Chief Evangelist, Boombox @owenfuller
  37. 37. CHOOSE A TYPE AND TITLE #BoomboxRaptMedia RIGHT ANSWERS NO RIGHT ANSWERS
  38. 38. CHOOSE A TYPE AND TITLE #BoomboxRaptMedia Choose a compelling title: •  Are you a ____ expert? •  Can you pass the ___ test? •  The world’s hardest ___ quiz •  Are you a true ____? •  ____ or ____
  39. 39. EXCEEDING EXPECTATIONS #BoomboxRaptMedia wildest dream was 1,000 people would take quiz. 70k have taken it today

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