Interactive

A Look at the Brands Leading the Way

ContentMarketing

HotTrends in

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Welcome!

Anna Talericoco-founder, ion interactive

Jay OjeaProduct Specialist

Hot trends in

Micro-interactions become a must

Getting serious about lead gen

The rise of the assessment

Interactive content for account- based selling

Sharing better information with sales

Interactive video intrigue

interactive content:

TREND 1MicrointeractionsBecome a Must

76 %

76% of content marketers cite content engagement as a top goal.

Microinteractions

60 %

60% say their content doesn’t garner enough engagement.

Microinteractions

MicrointeractionsContent engagement is the most important thing on a content marketer’s mind.

Static ContentMost content is static and Pass/Fail.

MicrointeractionsContent engagement as the biggest thing on a marketer’s mind.

MicrointeractionsInteractivity enhances readability, highlight key concepts or to illustrate a key point.

Interactive Forms

Visual ChoicesIf an ice cream truck suddenly shows up,

what would your first choice be?

Vanilla Soft-Serve StrawberryChocolate-covered ice cream pop

Hover Layers & Reveal

Sticky Nav

50 %

Interactive elements like this can boost engagement more than 50%.

Microinteractions

In 2015, we saw an increase in Swiping and clicking, Control over seen/unseen content, Personalization (e.g., location tools), Microinteractions, Scroll-based navigation, Video and animation, Transitions and loop functions. This shift places more emphasis on microinteractions, the minutiae of interactivity: a ding sound when you send an email, or an animation to draw attention to a new notification. Interaction design will only get more intricate as technology allows, making this a trend that’s sure to stick around for a while.”~ The Next Web

“

Microinteractions

• Think: hover, reveal, animation, scroll-based navigation, etc.

• Use it to enhance the experience of the content and give the visitor control

• Avoid superfluous use

best practices:

Scroll Reveal

Microinteractions

• Think: hover, reveal, animation, scroll-based navigation, etc.

• Use it to enhance the experience of the content and give the visitor control

• Avoid superfluous use

best practices:

Microinteractions

• Chapter ratings

• Hover-state facts or data

• Content chunked into tabs or accordions

• Animations in key areas for focus & attention

to try:

75% of sales want data on barriers to buying

But only 14% are currently getting the data

Hover factoid

TREND 2Getting SeriousAbout Lead Gen

Lead Gen GatesFor most marketers, content needs to result in leads and sales qualified leads.

Lead Gen Gates:1. Gating the content itself (the

only one on the decline)

2. Gating all, or a portion of, the results & outcomes

3. Gating based on consumption

4. Optional conversion (the anti-gate)

Lead Gen GatesGating the content—the old school, standard approach.

Lead Gen GatesSome results page that shows some results, but also has a call to action to get the complete results.

Lead Gen GatesD&B allows some chapters to be accessible by visitors while othersutilize a gate to access content.

Lead Gen GatesGating the results.

Lead Gen GatesThe anti-gate — an optional call to action to complete a form.

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First name

Last name

Email

Phone

TREND 3The Rise of the

Assessment(a.k.a hello lead quality insights!)

Assessments:• Collect valuable data on needs,

pains, challenges, maturity and much more

• Provide value to respondents in the form of

• Surface data to sales

• Use data to feed marketing automation, segmentation, personalization

AssessmentsVisitors receive a set of recommendations, or best practices that apply specifically to them based on how they responded.

• 10 questions or less for highest completion

• Mixed inputs • Icons (five9) • Buttons (attivio) • Visual with hover state (CMI)

• Show number of steps (aberdeen) • Results pages

• Graphical infographic-style (CMI) • How others responded (five9) • Partial results, gate to get

complete (five9) • Gate all results (aberdeen)

best practices:Assessment

10 Questions or Less

Mixed Input

Mixed Input

Number of Steps

Result Pages

Result Pages

Result Pages

TREND 4Interactive Contentfor Account-based

Marketing(aka supporting sales with

interactive content)

Account-Specific Microsite

Interactive PresentationAccount-specific interactive presentation-style experience.

Guided Assessment

TREND 5Sharing Better

Informationwith Sales

Surfacing to Sales

Surfacing to Sales

Surfacing to Sales

Surfacing to Sales

Surfacing to SalesSell-side

Surfacing to Sales

Surfacing to Sales

configurations saved

self assessments completedreport cards graded

quizzes taken

content consumed

solutions built

prices calculated

TREND 6Interactive Video

Intrigue

70 %

70% of respondents indicate that interactive video engaged well or very well.

Interactive Video

29 %

Only 29% of respondents say interactive video converts 'well' or 'very well’.

Interactive Video

Interactive VideoSegmentationAn experience that branches the viewer to a relevant portion of the video.

Interactive VideoShopping cartAn experience that branches the viewer to a relevant portion of the video.

That’s a wrap: Micro-interactions become a must

Getting serious about lead gen

The rise of the assessment

Interactive content for account- based selling

Sharing better information with sales

Interactive video intrigue

info@ioninteractive.com twitter: @ioninteractive

Thank You!