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_
1. Start Involving and Stop Ignoring
INTERACTIVE CONTENT
IS THE NEW 'CONTENT':
#BoomboxRaptMedia
2. AGENDA
• PERFECT STORM
• TECHNOLOGY
• "MILLENNIALS"
• BENEFITS OF INTERACTIVE CONTENT
• STRUGGLE OF INTERACTIVE CONTENT
• HOW TO MAKE CONTENT THAT WORKS
#BoomboxRaptMedia
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
10. AND IF WE DON’T ADJUST…
THE FUTURE IS SCARY
#BoomboxRaptMedia
11. • 30% of the population
• “Digital Natives”
• In Control of their destiny
• Skeptical, but idealistic
• Video gamers
MILLENNIALS
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. 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. 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.
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. 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. #1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia
24. #1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia
25. #1 - DO SOME RESEARCH, GET INSPIRED
#BoomboxRaptMedia
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. #3 - MAKE THE CHOICES MEAN SOMETHING: AB INBEV
#BoomboxRaptMedia
AB InBev - 20
Interactions per
play + 15 mins
per session
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. #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. #6 - PROVIDE A RESULT / INSIGHT
#BoomboxRaptMedia
0 likes, 6 comments
taken 70k times
over 750k social lift
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. 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. CHOOSE A TYPE AND TITLE
#BoomboxRaptMedia
RIGHT ANSWERS NO RIGHT ANSWERS
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 ____