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Interactive Content’s Role in
Declared Data Acquisition
IAN HELMS
Wpromote
@ianhelms
LET’S TALK DATA
@ianhelms | #brightonSEO
@ianhelms | #brightonSEO
ZERO-
PARTY
FIRST-
PARTY
SECOND-
PARTY
THIRD-
PARTY
TYPES OF DATA
WHY THIS DATA
MATTERS
@ianhelms | #brightonSEO
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.
@ianhelms | #brightonSEO
HURRY WHILE
THERE’S STILL TIME!
@ianhelms | #brightonSEO
UNDERSTANDING
INTERACTIVE
CONTENT
@ianhelms | #brightonSEO
WHAT IS
INTERACTIVE?
@ianhelms | #brightonSEO
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.
@ianhelms | #brightonSEO
1.
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.
@ianhelms | #brightonSEO
2.
THE VALUE OF
INTERACTIVE CONTENT
When leveraged appropriately, this value exchange
allows you to put the consumer first to generate
sustainable growth.
@ianhelms | #brightonSEO
3.
THE INTERACTIVE
CONTENT USER
JOURNEY
@ianhelms | #brightonSEO
STEP 1
Get people into your
experience!
QR CODE
@ianhelms | #brightonSEO
STEP 2
Entice them to start
the experience
@ianhelms | #brightonSEO
STEP 3
Start collecting their first-
and zero-party data
@ianhelms | #brightonSEO
STEP 4
Connect the data to their
customer profile
@ianhelms | #brightonSEO
STEP 5
USER: GETS
PERSONALIZED RESULT
BRAND: SEGMENTS USER
FOR REMARKETING
@ianhelms | #brightonSEO
GETTING
STARTED WITH
INTERACTIVE
@ianhelms | #brightonSEO
@ianhelms | #brightonSEO
BOOST
CONVERSIONS
EVOLVE BRAND +
PRODUCTS
INCREASE QUALITY
LEADS
INFORM FUTURE
CAMPAIGNS
INTERACTIVE CONTENT GOALS
5 QUESTIONS TO ASK
WHEN
CREATING/IDEATING
INTERACTIVE CONTENT
@ianhelms | #brightonSEO
EXAMPLE: ASICS SHOE FINDER
@ianhelms | #brightonSEO
● Keep it simple.
● Make it useful.
● Make it personal.
● Make sure it works!
INTERACTIVE CONTENT
BEST PRACTICES
@ianhelms | #brightonSEO
NAVIGATING THE
INTERACTIVE
LANDSCAPE
@ianhelms | #brightonSEO
INTERACTIVE PLATFORM ECOSYSTEM
… AND MORE!
@ianhelms | #brightonSEO
THANK YOU!
@ianhelms | #brightonSEO

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Interactive Content’s Role in Declared Data Acquisition - brightonSEO MeasureFest