Introduction
Branding is the process of creating a distinctive identity for a product, service, or organization that sets it apart from its competitors and resonates with its target audience. Branding involves elements such as name, logo, slogan, design, color, tone, and personality.
However, in today’s digital age, branding, although important, is not enough to capture and retain the attention of consumers. Consumers are constantly exposed to a plethora of marketing messages and stimuli. Consumers are also more empowered and informed than ever before, and they expect more from brands. This is compared to before when they used to accept just a one-way communication of features and benefits.
This is where interactive branding comes in. Interactive branding is a tactic that uses engaging visuals or videos to get the audience to engage with the content and the brand. This form of branding captures the audience’s attention, delights them, and creatively presents the product or service.
Interactive branding is not a new concept, but it has gained more popularity and relevance in recent years. This is due to the advancement of technology and the rise of social media. Interactive branding can take various forms and formats. Examples include interactive videos, quizzes, surveys, polls, games, augmented reality, virtual reality, chatbots, voice assistants, and more.
In this article, I will explore what it is, what benefits it offers to both brands and the target audience. I will also write about what kinds of interactive branding there are.
What is interactive branding?
According to HubSpot, interactive marketing is “a tactic that uses engaging visuals or videos to get your audience to engage with your content”. Interactive branding is a subset of interactive marketing that focuses on creating a memorable and distinctive brand identity through interactive content.
Interactive branding aims to create a two-way communication between the brand and the consumer, rather than a one-way broadcast of information. It allows the consumer to participate in the brand story, influence the outcome of the content, or co-create value with the brand.
Interactive branding also leverages the power of digital technology and social media to create immersive and personalized experiences for the consumer. It can use data and analytics to tailor the content to the consumer’s preferences, behavior, location, or context.
Interactive branding can have various objectives, such as increasing brand awareness, generating leads, driving conversions, building loyalty, fostering advocacy, or enhancing customer satisfaction.
What are the benefits of interactive branding?
Interactive branding offers several benefits to both brands and consumers. Some of these benefits are:
Increased engagement:
Interactive content can capture and retain the attention of consumers who are otherwise distracted or overwhelmed by information overload. It can also stimulate their curiosity, interest, emotion, or fun. According to Demand Gen Report, 91% of buyers prefer visual and interactive content over static content.
Enhanced recall:
Interactive content can create a stronger impression on consumers’ memory than passive content. It can also reinforce the brand message and identity by using distinctive visuals or sounds. According to Ion Interactive , 93% of marketers agree that interactive content is effective in educating buyers.
Improved feedback:
Interactive content can provide valuable insights into consumers’ preferences, opinions, needs, or pain points. It can also allow consumers to express themselves and share their feedback with the brand or other consumers. According to Outgrow, 96% of marketers agree that interactive content helps them gain insights into their audience.
Higher conversion:
Interactive content can motivate consumers to take action or make a purchase decision by providing them with relevant information, incentives, or social proof. It can also reduce friction or hesitation by addressing their doubts or objections. According to Content Marketing Institute, 79% of marketers agree that interactive content can have a reusable value that results in repeat visitors and multiple exposures.
Stronger loyalty:
Interactive content can build trust and rapport with consumers by providing them with value-added experiences that are enjoyable or useful. It can also foster a sense of community or belonging among consumers who share similar interests or values with the brand. According to Forbes, 64% of consumers say that shared values are the main reason they have a relationship with a brand.
What kinds of interactive branding are there?
There are many kinds of interactive branding that can be used by brands to achieve different goals and appeal to different audiences. Some of the most common kinds are:
Interactive videos:
These are videos that allow viewers to interact with them by clicking on buttons, choosing options, answering questions, or controlling the direction or speed of the video. Interactive videos can create a more engaging and personalized viewing experience for the audience. For instance, Netflix’s Black Mirror: Bandersnatch is an interactive film that lets viewers make choices that affect the storyline and the ending.
Quizzes, surveys, and polls:
These are interactive content formats that ask the audience to answer questions or provide their opinions on various topics. Quizzes, surveys, and polls can be fun, educational, or informative for the audience. They can also help brands collect valuable data and feedback from their audience. For example, Buzzfeed is known for its viral quizzes that test the audience’s knowledge or personality on various topics.
Games:
These are interactive content formats that challenge the audience to play a game or complete a task that involves skill, strategy, or luck. Games can be entertaining, rewarding, or competitive for the audience. They can also help brands showcase their products or services in a creative way. For example, M&M’s launched a playable video game ad that promoted its candy products and brand characters.
Augmented reality (AR):
This is a technology that overlays digital elements onto the real-world environment through a smartphone camera or a wearable device. AR can create a more immersive and realistic experience for the audience. It can also help brands demonstrate their products or services in a more tangible way. For example, IKEA’s Place app allows users to virtually place furniture items in their own space and see how they look and fit.
Virtual reality (VR):
This is a technology that creates a simulated environment that the user can explore and interact with through a headset or a controller. VR can create a more captivating and memorable experience for the user. It can also help brands transport their users to different places or scenarios that are relevant to their products or services. For example, Marriott’s Travel Brilliantly campaign used VR to offer users a virtual travel experience to various destinations.
Chatbots and voice assistants:
These are artificial intelligence (AI) powered software programs that can converse with users through text or voice messages. Chatbots and voice assistants can provide instant and personalized responses to users’ queries or requests. They can also help brands automate customer service, generate leads, or drive sales. For example, Domino’s Pizza’s chatbot allows users to order pizza through Facebook Messenger or voice commands.
Conclusion
Interactive branding is a powerful way to engage and delight consumers in the digital age. It allows brands to create a two-way communication with their consumers, leverage the power of technology and social media. It also provides value-added experiences that are enjoyable or useful.
Interactive branding can also offer various benefits to both brands and consumers. Examples include increased engagement, enhanced recall, improved feedback, higher conversion, and stronger loyalty.
There are many kinds of interactive branding. They can be used by brands to achieve different goals and appeal to different audiences. Some of the most common kinds are interactive videos, quizzes, surveys, polls, games, augmented reality, virtual reality, chatbots, and voice assistants.
Interactive branding is not a one-size-fits-all solution, but rather a creative and strategic approach that requires careful planning and execution. Brands need to consider their objectives, audience, budget, resources, and metrics when choosing and implementing interactive branding.
Interactive branding is not a fad or a trend, but rather a necessity and an opportunity. It empowers brands to stand out from the crowd and connect with their consumers in meaningful ways.
