Pradeep Kumaar decodes purpose of Interactive Content in digital marketing
After the successful event last year, the second edition of CMOs’ Charcha - Bengaluru Chapter was held yesterday (October 6, 2023). The theme for this year was ‘Marketers’ Blueprint: Embrace Automation, Inclusivity, and Sustainability’. The exclusive industry event brought together forward-thinking marketers, industry experts, and thought leaders under one roof. This event serves as a platform for marketing professionals to engage in meaningful discussions, share innovative strategies, and gain insights into the ever-evolving landscape of marketing.
CMOs’ Charcha - Bengaluru Chapter 2023 witnessed an insightful keynote by Pradeep Kumaar (Prady), CEO, Neil Patel Digital India, who spoke on ‘Purpose of Interactive Content in Digital Marketing’.
Kumaar started his address by highlighting the purpose of interactive content. “Do you know why only 25% of clicks websites get more than 15 seconds of attention?” he asked, adding, “People no longer read everything they come across, but rather scan information. Therefore, the content needs to be more crispier, more engaging and get audiences connected.”
Speaking about the challenges, Kumaar said, “Getting your audience to engage with you is one of the toughest challenges of digital marketing.” According to him, the solution is to make one’s audience directly interact with the content. “So, passive audiences will be turning into active audiences with interactive contents. The experience they will feel will create an everlasting connection. Interactive content is not new, but it is becoming more prominent. It’s taking over the title of King,” he noted.
Continuing with his address, Kumaar shared the seven types of interactive content, “First comes Data Visualisers, which helps customers recognise landscapes, then assessments, which helps customers to evaluate, then comes demonstrations. Further comes Calculators, which helps customers to measure benefits. The next step is Product Selector, which helps consumers to narrow options. The consumers then come to e-commerce, which helps them complete the purchase. Lastly, comes Gamification, which helps consumers stay loyal. Brands like Swiggy, Zomato and many e-commerce websites utilise it. Loyalty is the function of memory and the only way to create is by peak end rule.”
Kumaar emphasised that understanding one’s customers’ needs is a very crucial aspect. He said, “70% of the customers give their loyalty only if a company understands their individual needs and engages with them.”
On why one should use interactive content, Kumaar said, “Apart from increasing customer experience, it builds rich prospect profiles. A conversation study by Demand Metric indicates when examining very effective content, interactive blows away passive content for educating the buyer.”
According to Kumaar, the benefits of using interactive content include, support in collecting zero and first-party data, increasing branding and social media reach, and standing out amid the competition, among others.
He also highlighted nine interactive content ideas to boost e-commerce store engagement, which are:
- Calculator
- Polls, Questionnaires & Quizzes
- Chatbots
- Infographics
- Lookbooks
- Emails
- Videos
- Image Sliders
- Product Description and Recommendation
These are edited excerpts. For the complete keynote address, please watch below:
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