The future may be uncertain and difficult to predict, but something that isn’t is the rise of interactive marketing.
Everything from AR/VR simulations, voice-activated content, quizzes, to businesses using messaging apps and chatbots, the future of interactive marketing is booming.
For example, I was watching TV the other day when a commercial calling for donations to Cedars Sinai Medical Center. To make that process easier for the viewer, the ad simply instructed them to take out their smartphone, take a picture of a QR code on the screen.
The phone’s camera should automatically detect its pointed at a QR code and a notification will appear on the phone, which will lead you to a website where you can donate.
Even philanthropic causes are taking advantage of interactive marketing by making it easy for people to donate money.
But this merely scratches the surface of what interactive marketing can do. What is interactive marketing, exactly? What else can it do?
Define: Interactive Marketing
Interactive marketing represents a big change in the way that traditional marketing is done. With interactive marketing, prospects can shape how they want the interaction with a marketer to go in a way that resembles one of those “Choose Your Own Adventure” books you may have read growing up.
As an example of this, consider Hulu. Despite the fact that you may choose to not pay for Hulu with Live TV, those who do get to experience Hulu’s “Interactive Living Room.”
And what this means is that during your selected show, Hulu will ask whether you’d like a “normal ad break” (generally anywhere in between 15- to 180-seconds) or a 30-second interactive ad when it’s time.
If you choose the interactive ad, a regular commercial plays. At the end of it, you are presented with two options:
- You can continue to watch your show
- You can choose to learn more about the product or service advertised
Either way, you can’t continue until you interact with the ad, whether that’s learning more or bypassing it.
What you can learn from Hulu’s example is that they provide their subscribers a choice on whether they want to learn more. In that way, it’s more of a two-way conversation so your decision feels more natural.
Regardless, there’s so much more to interactive marketing than Hulu’s ad strategy, so sit back and settle in for 29 interactive marketing statistics of 2020:
Interactive Marketing By-the-Numbers
1. I started this post talking about Hulu. That’s video. And many companies appreciate the value of video in their marketing because it can be used again and again. For example, a majority of marketers enjoy the fact that video is a format with repeatable value.
Interactive marketing is the future, and one of the main battlegrounds will be for prospects’ and customers’ attention with interactive content. But how can you flag audience’s attention, but keep them focused on the content?
For example, consider Hulu again. An audience member literally cannot continue with their show until they make a decision about your ad. This way, attention is ensured. And as a bonus, they’re likely to pick your interactive ad because the ad format is significantly shorter than a normal ad break.
Other examples of interactive content include quizzes, assessments, webinars, calculators, applications, games, and more.
2. But not everybody is using interactive video, or other content, for that matter. Almost all (88%) of B2B marketers said that at very least, significantly less than a majority (10-30%) of their content, by 2018, would be interactive.
Source: Demand Gen Report
Although this is a small percentage of marketers, it is still a statistically relevant amount. For example, if you were being assessed for your marketing skills, and the test turned over a result of 70/100, that means you have serious improvement to do.
After all, even 9/10 is 90%. That means you’re letting the 10% of marketers who adopt interactive content get the edge.
3. Despite a statistically significant number of marketers saying their content would be interactive by 2018, a strong majority of marketers (79%) agree that interactive content can be repurposed to provide additional value.
Source: Demand Gen Report
This finding has implications for your annual budget, as creating content can be costly. And if it’s not interactive, you might have to create brand new content every time. Interactive content saves time and funding.
For example, interactive content captivates the time prospects and customers spend on your website. This creates more opportunities for your business to earn the customers’ trust.
4. Running parallel to a majority of marketers believing interactive content has repeat value, slightly more than three quarters of them (79%) agree that interactive content can be understood better if it’s “combined with traditional marketing tactics.”
Source: Demand Gen Report
Because interactive content is not widely used yet—the majority of marketers don’t use it—that means interactive content is best used when it augments your existing marketing strategy.
5. And that fact is highlighted with how many companies are adopting ways to integrate communications.
According to research from Cisco’s Annual Internet Report (2018-2023), nearly 50% of all businesses are using Unified Communications and Collaboration (joining voice, video virtual, etc. services) to improve their workflow.
Companies leveraging UCC have nearly doubled since 2016. This is an upward trend. What this means for you is that because many businesses are starting to use UCC more often, you have more opportunities to get your name out there.
For example, because UCC tends to integrate technologies and communications, an app can be developed to streamline communications in a way that solves a customer’s specific pain.
6. As we saw with Hulu, video is another way to get gains from interactive marketing.
And as a channel, 23% of video marketers have leveraged interactive video.
7. 83% agree that the move’s been a success.
8. Almost a quarter (24%) had plans to take advantage of it in 2019.
Video marketing doesn’t have to be prerecorded and scripted video. It can be interactive video, as seen with the Hulu example I used.
An overwhelming amount of video marketers that have used interactive video—of the 23% in the sample—as a channel found it successful.
This means that interactive video clearly works, but many marketers don’t use it for a variety of reasons, but a big one is how much marketers think it costs. The returns are far more profitable than any expense incurred.
9. Quizzes are a good way to get a deeper understanding of your audience than demographics alone. For example, a quiz from Pew research authored during June 2018 has received 67.6 million social interactions by August 2018.
Still not sold on the value of quizzes?
You can also use quizzes to generate curiosity. For example, consider the Buzzfeed interactive quiz, “Sorry Olds, Only Gen Z Can Make It Through This High School Quiz.”
This is an effective quiz headline that generates curiosity. The interactive, intuitive, and fun nature of the quiz interactive interface ensures quiz-takers will complete the quiz and not give up midway.
10. Speaking of Buzzfeed, their quiz, “Which City Should I Actually Live In?,” viewed over 22 million times, and liked over 2.5 million times.
These numbers are important because they show that outcome quizzes—including “Which City Should I Actually Live In?”—are the most shared quiz type. Outcome quizzes tend to be interactive, but it’s not a hard and fast rule.
11. Quizzes and assessments are usually played out on social media, along with other content, including video.
More than half (51%) of video marketers have leveraged LinkedIn video as a channel.
12. Almost all (84%) of them say it’s working for them.
13. More than half (61%) planned to use it in 2019.
That last statistic is especially important because it shows a trend.
If 61% of video marketers in Wyzowl’s sample planned to use LinkedIn video in 2019, taken together with the previous statistics given so far, LinkedIn video would only be marked to rise if you incorporated interactive video in LinkedIn video.
14. While we’re on channels, Twitter video as a channel has been used as a channel for the majority (45%) of video marketers.,
15. And most of them have success with it (71%).
16. Slightly less than a majority planned to use it in 2019 (43%).
I mention Twitter video specifically because the same numbers that report positive numbers for Twitter video also report negative numbers for Facebook Live.
Twitter video isn’t interactive, Facebook Live is. And the success numbers for Facebook Live are down.
This signals a potential shift in the way companies are using interactive content on those platforms.
17. But there’s more than one way to interact with a video, and not all of them have to be through ads.
As a channel, 14% of video marketers have leveraged 360° video.
18. But of that 14%, 74% of them say it’s been successful
19. Close to a quarter of marketers (19%) planned to use it in 2019.
20. The downward trend marketers saw in 360° video in 2018 can be attributed to the fact that many businesses feel they can’t use it because they lack:
- Adequate staff
- Sufficient budget
It’s all illustrated below.
Source: Demand Gen Report
But the important part is that the negative numbers are caused by the perception of 360° video and interactive content as a whole.
There’s no reason why you shouldn’t create interactive content yourself, if you know which tools are suited for you.
21. As a whole, nearly half of people (48%) would probably share video content with their peers above all other types of content.
22. This finding outpaces: social media posts (23%).
23. News articles (16%)
24. Blog posts (5%),
25. Product pages (3%).
And if it’s that way for video content, just imagine the sharability of interactive videos in the context of the content we’ve seen so far.
26. Smartphones are the paragon of interactive activity—they require physically touching content for the phone to work. And brands that can do this well earn the business of most smartphone owners; they are very likely to purchase again from a brand that’s given them a valuable mobile experience.
Source: Think With Google
This stat matters in terms of interactive marketing because the key to earning most smartphone owners’ business is to provide them with a good experience. Interactive content excels pulling from different places to create a unified experience.
27. Because everything’s unified in an interactive brand experience, phone users now begin to accept wanting things now as the standard.
Phone users’ are becoming increasingly interested in wanting things now.
In fact, “open now” search queries tripled from 2015-2017.
Source: Think With Google
Given that information, and the fact smartphone technology is in-of-itself interactive (let alone, your content), investing in interactive mobile is a no-brainer. Phone users want their content in the moment, much like how interactive content allows you to be part of the experience.
28. Consistent with that fact, early morning is best for “same-day-shipping” searches.
Source: Think With Google
As I mentioned earlier, phone users want their content now, much like how interactive content lets you be a part of the experience. And in tandem with wanting things immediately, phone users want to search before their day starts. As a result, searches queries for “same-day shipping” are hottest in the morning.
What this means for you is that interactive content can take away some of the drudgery that comes with filling into info for static content, as phone users search first thing.
29. Mobile traffic has a growth rate that exceeds 100% (125% in 2017). Given that this statistic is three years-old, and within the context of our other data, it can be assumed it has continued to grow at a staggering rate.
What this means for you as a marketer is that interactive content via mobile will grow similarly. Your interactive content needs to be be intuitive, quick, and portable.
Regardless, social change is slow. Given that, and provided these trends, interactive content is continuing emerging as a dominant way to do marketing. Eventually, it won’t even be qualified as “interactive marketing” and just be called “marketing.”
While no one can predict the future, it’s a safe bet that investing into interactive marketing will pay off. You’ve just got to know which interactive formats are profitable right now.
The rest will follow.
How has (or hasn’t) interactive marketing worked for you? What were some of your challenges? Let us know by sending a message in the chat below!
29 Interactive Marketing Statistic for 2020 Sources
Cisco. (2020, March). Cisco Annual Internet Report (2018–2023) White Paper. https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html
Cypress Digital. (2017, July). Mobile facts- Cyperts. https://issuu.com/cyperts/docs/mobile_facts
Demand Gen Report. (2018, April). The State of Interactive Content Marketing: Statistics And Trends. https://www.demandgenreport.com/resources/infographics/the-state-of-interactive-content-marketing-statistics-and-trends
Duras, S. (2018, July). How To Use Interactive Content To Boost Engagement And Increase Time On Site. https://surveyanyplace.com/interactive-content-boost-engagement/
Eko. (2019, December). Sorry Olds, Only Gen Z Can Make It Through This High School Quiz. https://www.buzzfeed.com/helloeko/only-gen-z-can-pass-this-quiz
eWeek. (2020). Discover the Benefits of UCC. https://www.eweek.com/cloud/discover-the-benefits-of-ucc
Gevelber, L. (2017, August). Micro-Moments Now: Why expectations for ‘right now’ are on the rise. https://www.thinkwithgoogle.com/consumer-insights/consumer-immediate-need-mobile-experiences/
Gilbert, N. (2020). 65 Marketing Software Statistics You Must See: 2020 Marketing Share & Data Analysis. https://financesonline.com/key-marketing-software-statistics-analysis-of-trends-data-and-market-share/
Moeller, S. (2018, August). 20 Examples Of Truly Engaging Interactive Content (Updated). https://buzzsumo.com/blog/20-examples-truly-engaging-interactive-content/
Orellana, V. (2016, May). 10 things I wish I knew before shooting 360 video. https://www.cnet.com/how-to/360-cameras-comparison-video-things-to-know-before-you-buy/
Richards, R. (2017, June). 8 Interactive Content Statistics to Guide Your Marketing Spend in 2017. https://www.business2community.com/content-marketing/8-interactive-content-statistics-guide-marketing-spend-2017-01855508
Scott, R. (2020, March). What is Unified Communications? https://www.uctoday.com/unified-communications/what-is-unified-communications/
Spero, J. (2017, September ). How to make every mobile moment a brand-builder. https://www.thinkwithgoogle.com/consumer-insights/consumer-mobile-brand-content-interaction/
Wyzowl. (2019). Video Marketing Statistics 2019 The State of Video Marketing 2019. https://www.wyzowl.com/video-marketing-statistics-2019/
Wyzowl. (2020). What Is Interactive Video? https://www.wyzowl.com/what-is-interactive-video/
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