Interactive content: The future of ecommerce marketing

by Duncan Colville: Development Director at The Digital Media Collective.
From quizzes and polls to interactive videos and virtual try-on features, interactive content is quickly becoming a key player in the digital marketing space.

One of the main advantages of interactive content is that it has the ability to increase engagement and drive conversions. Unlike traditional static content, interactive content is more likely to be shared on social media and it encourages users to spend more time on a website, which can lead to higher conversion rates. Additionally, interactive content can be used to collect valuable data about customers, such as their preferences and buying habits, which can be used to personalise marketing efforts and improve the overall customer experience.

Interactive videos, in particular, are becoming increasingly popular in ecommerce. They allow customers to interact with products in a way that traditional videos do not and they provide a more immersive experience that can increase brand loyalty and drive sales. For example, a beauty brand can create an interactive video that allows customers to try on different makeup looks, or a furniture brand can create an interactive video that allows customers to see how a piece of furniture will look in different settings. These types of interactive videos can increase the chance of a sale, as it gives the customer a better understanding of how the product will look in their own home or on their own face. Tools like Adobe Spark Video, Canva and Moovly can help to create interactive videos easily and effectively.

Virtual try-on features, such as virtual try-on for glasses, are also gaining traction. They allow customers to see how a product will look on them before they purchase, which can increase the chances of a sale. This feature is particularly useful for products that are difficult to visualise, such as eyewear, jewellery, or even clothes. Virtual try-on features can also reduce the chance of returns, as customers will have a better idea of how the product will look on them before they make a purchase. Apps like Virtual Try-On, Perfect and YouCam can be used to create virtual try-on features for your products.

Interactive quizzes and polls are also becoming a popular way for ecommerce businesses to engage with customers. Quizzes can be used to gather information about customers' preferences and buying habits, while polls can be used to gather feedback about products, or to gather information about customer satisfaction. This information can be used to improve the customer experience and to personalise marketing efforts. Tools like SurveyMonkey, Quizlet and Google Forms can help to create interactive quizzes and polls easily.

In conclusion, interactive content is a trend in digital marketing that is here to stay. It has the ability to increase engagement, drive conversions and provide valuable data about customers. Ecommerce businesses that want to stay ahead of the curve should consider incorporating interactive content into their marketing strategies, whether through interactive videos, virtual try-on features, quizzes, or polls, to help them to increase engagement and drive conversions. As technology continues to evolve, it is likely that we will see even more innovative uses of interactive content in the ecommerce space. Businesses that are quick to adopt these new technologies will be the ones that succeed in the long run.

Useful resources:
The Digital Media Collective
Full service digital marketing specialists - we combine brilliant ideas and flawless execution to deliver ROI across our clients online channels.
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