Category: Web

Online advertisements have been getting quite the upgrade. With new interactive content such as 3D ads, social polls and virtual reality, online users are able to engage with ads and branded content more than ever before. By engaging with your audience through these ads, you are helping to break through the noise and differentiate your brand. These forms of online advertising are promoting top of the funnel tactics that facilitate not only awareness but spark interest and consideration of the brand. Interactive experiences provide a fun way for consumers to learn more about your brand without feeling the pressure to purchase.

Here are a few examples of how you can start incorporating interactive ads into your marketing plan:  

 

3D & HTML5 Ads

With HTML5 and 3D advertising, businesses are able to create eye-catching and interactive online display ads. HTML5 coding gives marketers the ability to add movement and interaction to ads, helping combat banner blindness. The newly introduced 3D advertisements are taking interaction another step by offering a full 360 view of products. Users can now interact with products, learn its benefits and compare it to the competition all from the comfort of their own home. These new additions show a promising future for upping engagement with HTML5 ads drastically increasing click-through rates by 267% when compared to static-ads, as stated by research by Adform.

 

Polls and Surveys

When a company utilizes poll and surveys on social media, they are starting a two-way conversation with their audience. When your audience feels involved in the conversation they are able to express how they feel about the topic at hand and they are also able to see how other people following the same page think. In addition to audience engagement, polls/surveys are a fast and easy way to receive feedback for your company. While polls are common on Instagram, Facebook is working on adding this feature to their platform and are currently testing adding video polls to advertisements.

 

AR & VR

Augmented and Virtual Reality are quickly taking the marketing world by storm. With new features being worked on every day, it’s something brands need to keep on their radar. Snapchat has been in the game for some time offering different filters and lenses, and continue to maximize their share of this market. Now, Facebook AR Studio has partnered with Sketchpad to create 3D posts.

 

Social Games (Gamification)

Gamification is the process of taking a game design and placing it into non-gaming contexts such as websites or online communities. As we’ve previously discussed here, gaming is a top tool to use if you are looking to increase your consumer engagement. There are many ways you can incorporate gamification into your marketing. This can be as simple as accumulating points and competing with friends on leaderboards. Or, you can provide a stronger gamification by creating challenges and quests for online users to complete and receive exclusive rewards.

 

The digital media world is constantly growing and the future of marketing is interactive. These techniques are not only fun ways for consumers to interact with brands but it is the most promising form of gaining online traction for your business. When you are planning your next campaign, think about ways to involve your customers, start a poll, turn your logo into a fun filter, or create challenges for your customers to play and share on their social platforms.  

 

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As a digital advertising and public relations agency, we understand the crucial role landing pages play in the success of a campaign. It’s the first thing your consumer sees after showing interest in your product or service – a decisive moment in the consumer journey to conversion.

Given its importance, here are the 5 essential tips you need to create a landing page that converts.

Attention-grabbing design

The design of a landing page is the foundation to its success. Make sure to prioritize your messaging into a hierarchy of information. Main points should be in the heading and subheading with supporting messaging below.

Use your design to help provide focus on the most important elements. Negative space, contrast and strategically placed images all help to draw the viewers’ eyes to a specific point on the page – right to the most important piece of information.

Personalized CTA

Your call-to-action (CTA) is a key element of your landing page. As previously mentioned, the design of the button can increase the likelihood of a conversion, but personalizing your CTA can amplify your success. As Hubspot reported, personalized CTA’s perform 202% better than basic CTA’s.

Develop a few variants of the same landing page and use a smart CTA that reflects different target segments of your campaign. For example, this could be based on location, type of product/service, new vs. returning consumer and more.

User-Friendly Forms

A form can be one of the major pain points for a prospect you’re looking to convert into a lead. Now more than ever, most consumers are unwilling to give too much information to a faceless company. That’s why it’s important to only use the information that is absolutely necessary for your campaign

Also, debate the use of single-step or multi-step forms. For simplicity, single-step forms are key, but multi-step forms make longer forms more digestible for the consumer.

Persuasive Copy

It goes without saying that the copy for your landing page needs to be persuasive. But, make sure to think deeply about how your messaging motivates your consumer to complete an action.

Here, psychological and behavioral principles help provide direction and structure to your messaging. For example, fear-based appeals can help you focus on the benefit of your product or service that you’re providing to the consumer. Fogg’s Behavior Model, Cialdini’s Principles of Persuasion and Parallel Processing Models are other helpful tools for designing messaging.

Consistency is Key

Another pain point for consumers is getting to a landing page that looks nothing like the original ad they clicked. When users land on a page that looks nothing like what they expected, your bounce rate will increase and conversions will drop.

Focus on maintaining similar design and messaging on your landing page as your ad. This gives your page more credibility and helps ensure the consumer that they’re in the right place, making the transition to conversion smoother.

Allowing your brand’s voice to be heard can be a tough task. Our duty as marketers is to provide our clients with every resource available, including valuable insights for every aspect of their campaign. With our expertise in the digital realm, we’ll keep your business growing. Contact or stay social with us! We’re just one call, like, follow, retweet, favorite and DM away.