The Rapid Evolution of Interactivity: 3 Ways to Enter the Future of Digital Marketing

Over the past decade, we’ve seen advertising and marketing trends evolve at a frequent and fast pace. Now that tech and commerce have become inexorably intertwined, brands must be able to swiftly adapt their strategies to meet the ever-changing needs of the modern consumer.
 
Interactivity has become one of the most effective tactics for engaging customers, especially as digital marketers face consumer privacy laws and the growing need to collect their first-party data. From playable ads and shoppable videos to metaverse-friendly technologies such as augmented and virtual reality (AR and VR), there’s no shortage of emerging platforms for businesses to take advantage of. Here’s a look at how the interactive landscape has changed in recent years and what’s in store for the future.

1. Discover the Power of Interactive Advertising

It’s easy to understand why adding interactive elements to digital ads increases customer engagement. In addition to encouraging users to become active participants in their immediate consumer experience, interactivity gives marketers insight into their audiences through data. This is no longer just a savvy tactic to help brands get an edge on the competition. Data-driven marketing has become the norm, and campaigns that do not leverage data and personalization to target audiences will fall short in today’s modern landscape.
 
But consumers’ growing call for transparency in marketing practices coupled with reformed data privacy laws have forced marketers to rethink their data collection strategies. Interactive ads have become one of the most effective ways to gather valuable consumer data while enhancing customer experience and encouraging brand loyalty.
 
It’s easy to understand why adding interactive elements to digital ads increases customer engagement. In addition to encouraging users to become active participants in their immediate consumer experience, interactivity gives marketers insight into their audiences through data. This is no longer just a savvy tactic to help brands get an edge on the competition. Data-driven marketing has become the norm, and campaigns that do not leverage data and personalization to target audiences will fall short in today’s modern landscape.
 
But consumers’ growing call for transparency in marketing practices coupled with reformed data privacy laws have forced marketers to rethink their data collection strategies. Interactive ads have become one of the most effective ways to gather valuable consumer data while enhancing customer experience and encouraging brand loyalty.

Examples of Interactive Ads (Source)

 

Playable ads are a prime example. Designed to mimic the experience of a game or mobile app, they draw users in with engaging interactive micro-moments. At the same time, they measure user behavior at key interactive touchpoints, collecting valuable engagement data for campaign optimization such as click-through rates, replay rates, share rates, and time spent on the ad.

53 percent of Gen Zers report engaging with rewarded mobile game ads. – Modern Mobile Gamer

Playable ads are also highly effective because users choose whether or not to engage with them. This helps weed out non-committed consumers, as well as boost user retention rates and drive a higher return on ad spend (ROAS).
 
When playable ads were first introduced in 2014, they were embraced mainly by mobile game developers because they allowed consumers to experience playing a game before committing to an app download. But today they’re used for all types of campaigns and brand interactions and feature a range of content elements, including videos and photo filters, to promote engagement.

2. Experiment With Shoppable Videos & Discovery Commerce

With 70 percent of web traffic now coming from mobile devices, mobile marketing has become an essential advertising strategy. And because smartphones and tablets are inherently interactive — requiring users to swipe, tap, and touch their way through each and every experience — mobile advertising is a natural platform for engaging audiences via interactivity. Add to that the fact that most people carry their smartphones with them wherever they go, making it possible for brands to reach consumers anytime, anywhere.

Shoppable Video (Source)

This is one of the reasons why shoppable videos have quickly gained traction via social media apps like TikTok and Instagram. Consumers — especially Gen Z and millennials — are relying more and more on social platforms to inform their shopping decisions, and they’re embracing interactive ads that allow them to choose which products they want to learn more about. Shoppable videos enable viewers to select and discover the items of their choice and purchase them instantly without leaving the video experience.

86 percent of shoppers say they prefer visual, actionable, and interactive content. – Demand Gen Report

In addition to promoting customer engagement, shoppable videos offer an improved user experience by aiding customers in their decision-making process. This helps build trust between consumer and brand and creates a connection that increases the likelihood of conversion. Shoppable videos also use interactivity to help guide potential customers to the products they are looking for, a digital sales tactic known as discovery commerce.

3. Dive Into AR, VR & Metaverse Marketing

According to the International Data Corporation, AR and VR market spend will reach $72.8 billion by 2024. The usage of these immersive technologies in marketing increased significantly during the pandemic, as they gave brands ways to enhance ecommerce activities and replicate in-store shopping experiences during lockdowns.
 
With metaverse hype at a high, smart marketers continue to look for ways to leverage AR and VR to reach new audiences and tap into new revenue streams. Brands are upping the ante for digital interactivity by engaging consumers in innovative and uncharted ways, and there are a number of key strategies emerging as major marketing trends in the metaverse.
 
For example, many brands are finding success recreating their real-life offerings in virtual environments, giving consumers the ability to actively engage in promotional experiences via digital avatars. This kind of parallel marketing, which includes buzzed–about deals like Gucci’s partnership with Roblox and Stella Artois’s collaboration with the digital horse-racing platform ZED RUN, provides companies with a familiar, authentic, and relatively simple way to introduce their brand into the immersive world of the metaverse.
Roblox’s Gucci Garden experience (Source)

As of late 2021, consumers had already spent $200 million on virtual services, goods, and other metaverse items. –Grayscale Research

There’s also direct-to-avatar (D2A) commerce, which sees brands selling virtual products directly to the digital identities that populate the metaverse. This strategy is critical to fashion and accessory retailers eager connect with Gen Z audiences, who have wholeheartedly embraced virtual reality and see their avatars as outlets for creative self-expression.
 
Gen Zers have also been major drivers of AR marketing trends, with 51 percent considering AR to be “very important” for entertainment and social connections. Beauty brands such as Sephora took the lead with AR filters and other try-on tools, which have been extremely effective in boosting customer interaction levels. And last year, Gucci made waves when it offered the Gucci Virtual 25, a pair of digital-only sneakers that users could try on via AR, purchase via the Gucci app, and “wear” in VR platforms like Roblox.
Sephora’s VR Try-On (Source)

Interactivity Is Here to Stay

While the pandemic certainly expedited the demand for interactivity in digital marketing, the trend has been evolving rapidly over the last ten years and will continue to develop at a fast and furious pace. As mobile marketing explodes and the metaverse begins to take shape as an important advertising platform for Gen Z, more and more consumers expect interactive customer experiences that put them in the driver’s seat while making shopping easy and fun. Leveraging playable ads, shoppable videos, AR/VR, and other emerging platforms is a must for marketers looking to boost engagement and ultimately increase their sales.

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.

    Let’s Talk

            Meto

            Meto

            Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


            In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

            website: https://meto-intl.org/

                      Nikhil Badlani Foundation

                      The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

                      Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

                      Diversity and Inclusion

                      Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

                      By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

                      Feeding America

                      Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

                      As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

                      Grameen America

                      Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

                      Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

                      Vision Spring

                      VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

                      VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

                      Covenant House

                      Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

                      For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

                      Contract Type

                      |

                      Location

                      Job Title

                      Contract Type

                      |

                      Location

                      Job Title

                      Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

                      Apply Now