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Businesses can boost engagement by leveraging different types of interactive content

To sustain in today’s highly competitive digital business era, brands must ace their digital marketing game. To earn the loyalty of their customers, brands should focus on engaging with them consistently and accurately. Today, customers have the power to access information just with the click of a button, which in turn has empowered them to control their experience. Consequently, businesses should do away with old-school customer engagement strategies and find innovative and effective ways to connect and engage with them. 
 
This new age of customer engagement has put the customer in the driver’s seat as they have the power to decide whether or not to consume a branded experience. The key to engaging and retaining customers is creating consistent experiences that touch on three crucial aspects, i.e. personalisation, return and reward. Consumers don’t get inclined toward brands that offer inconsistent experiences.
 
While sharing content is a way of narrating experiences by brands, it is the interactive content that brings the desired consistency to their overall marketing experience. Interactive content is part of a future-ready content strategy poised to draw the attention of the targeted audience to set a brand apart from the rest. Interactive elements like maps, chatbots, infographics and videos have gained immense popularity among marketers as these get the audiences engaged and informed while expanding your reach. 
 
Learn to understand how businesses can boost engagement by leveraging different types of interactive content:  
 
Customer-focused: Interactive content such as calculators, quizzes, recommendation engines etc., are highly customer-centric. Such type of content focuses on customer experience, obligation, and demand rather than brand promotion and selling. Unlike traditional marketing tactics, interactive content is more likely to prompt not just instant but sustained engagement.  
 
Provides real-time value: Most brands using interactive content have witnessed 70% more conversion than those leveraging passive content, as interactive content adds value by providing answers to some of the most pressing questions their customers raise. In other words, customers no longer have to keep reading long-form content or wait for a download to finish to draw value out of them. By using interactive content, brands can achieve an overall balance in their content strategy while providing instant satisfaction.  
 
Delivers personalized results: When customers use a calculator or take a quiz, they provide actual details or accurate answers. This ensures they get exclusive results. With greater personalization, customers are motivated to interact with the brand while staying connected for more tailor-made products and services.  
 
Market trackability: Utilizing interactive content in digital marketing allows organizations to gather abundant market information that can help chart out future marketing goals, connect with the target audience, and access more customers. 
 
Greater sales: A digital content strategy that leverages interactive content helps to bring qualified leads down the sales funnel and convert them into paying customers. Customers get effective choices at their disposal, making them more receptive to a product.  
 
Quick wrap-up 
 
Interactive content allows businesses of all sizes to experience a phenomenal shift in their marketing strategies to deliver the desired outcome. The more interactive the content, the higher is the rate of engagement and conversions. However, the type of interactive content generated by a brand will depend on its digital marketing goals, media platform and target audience.

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