The use of interactive content for data capture is a very valuable practice for the marketing department. In addition to stimulating the commitment of the buyer person, the interaction facilitates the mapping of their journey and makes a difference in the experience that your brand offers. Clara Borges Jan 27, 20 | 8 min read extract-data-with-interactive-content Hotly debated in all commercial sectors, using data to improve business intelligence is a subject which are already used all specialists Marketing . By processing information that indicates the preferences and trends of consumer behavior, it is easier to reach them in an efficient way and, precisely, interactive content plays an important role in this. If you have some knowledge of Content Marketing you can easily perceive that this concept has even more value from this approach. At the end of the day, everything translates into offering a qualified experience to the audience and this is only possible based on a deep knowledge of its characteristics. Therefore obtaining these data is elementary. The interesting thing is that, just as the collection of information optimizes the production of qualified materials, the creation of interactive content allows the extraction of more data, thus functioning as a two-way street.

Do you want to know more about it? In this text, we will address:What is the role of interactive content in data extraction? What types of data can be extracted with this strategy? How to implement this idea in practice? Continue reading! What is the role of interactive content in data extraction? The experience of a user on the Internet is marked by Qatar WhatsApp Number List their interaction with digital elements, either through clicks on websites or through “likes” on social networks. Digital Marketing professionals have long identified this movement as an interesting resource to optimize the understanding of their buyer personas. It turns out that, as content consumption becomes more widespread, people become more picky about the materials they choose. In other words, the mission of engaging the audience and thereby gaining permission to access their data is hampered. Therefore, it is necessary to follow trends and optimize strategy. In this scenario, creating interactive content has proven to be an extremely beneficial practice for engaging consumers. This is clearly noticed by marketing teams, as noted by The Symphony of Connected Interactive Content Marketing study .

The survey, carried out with more than 20,000 professionals in the area chosen at random, shows that 87% agree that the use of interactive content, instead of static content, is beneficial in attracting the attention of visitors. In itself, this generates relevant insights for understanding consumer behavior and optimizing strategy. The importance of this approach in the context of marketing 4.0 Understanding the concept of Marketing 4.0 is essential for any professional working in the current scenario, marked by the constant development of digital transformation . This understanding implies observing the demands made by the modern consumer, which, in addition to personalized experiences, requires the humanization of brands . As they are at the top of the market chain, your potential customer does not want to be treated as just another business opportunity and they do not want to deal with companies that are not integrated into the community that surrounds them. This leads to the creation of humanized relationships that are only possible by creating channels to dialogue with the public. Therefore, if your content gives the reader the possibility of interaction, even for a moment, he will see your brand as something that he can relate to.

The increase in confidence and the tendency to participate is therefore evident. In addition to facilitating the subsequent conversion of potential customers, this movement generates essential actions from your audience that allow you to monitor their behavior. Every click matters, it has a meaning. In the next topic, we’ll talk more about the types of information you can extract by taking this approach. Keep reading! What types of data can be extracted with interactive content? It is common for people, when they talk about extracting data left by users, to associate the practice with obtaining contact information. In fact, interactive landing pages are excellent tools to encourage visitors to share their data, such as email, name and profession, among others. However, it is not only this type of data when we talk about the use of interactive content. Basically any kind of information can be obtained, as long as good practices are used. Imagine creating an interactive infographic on a topic that is highly relevant to your business. At a certain point, you can place an interactive questionnaire within the infographic .

If the reader marks the wrong answer, they will be informed and educated right there. If it is a very common mistake among your site visitors, you can direct your efforts to educate the market in this area and, therefore, help them to mature within the strategy so that they better understand the solution that your company offers. interactive infographic mkt tools latam For you to be successful, it is essential that the concept is extended to all the channels you use to communicate with your buyer persona. In an email marketing campaign , you can encourage the recipient to respond to the message, providing the kind of insight that you consider appropriate. This works even in cases of cancellation of the list. As we know, it is essential that your nutrition campaigns make life easier for the user if they want to stop receiving your messages . If you get to this point, a simple questionnaire asking the reason that led you to that decision will generate a greater understanding of the motivations of the public, optimizing the strategy. Therefore, in addition to basic data, such as contact information, interactive content promotes deeper insights that help your team understand the pains, motivations, needs and desires of the buyer person . Next, we will present some practical examples for the application of this strategy. How to implement this idea in practice? Up to this point, you already understood that the use of interactive content is linked to several benefits for the company, right?

In addition to facilitating lead capture , the practice improves the image that the public has of your brand, increases the engagement and reach of your publications and, above all, improves their efforts in Data Science . However, more than understanding the concept, it is necessary to know how to apply it in practice and that is what we will dedicate the rest of the text to. Interactive landing page For starters, one of the materials that can benefit the most from introducing an interactive approach is the landing page , the page responsible for capturing the contact details of visitors, turning them into leads. To illustrate, imagine that you structured the page and did a perfect SEO job to attract your buyer persona . On that page, the user finds the standard format, which generally consists of an image, an offer of some valuable material and a questionnaire to complete with the data chosen by you. If they fill it up, great. However, it is necessary to consider the possibility that the visitor, although interested in the material, does not trust your brand enough to leave information. If this happens, it is very likely that they will end the visit without becoming a lead. What does that mean? Your pull campaign is good, but the landing page lacks something else. Now, consider that, in addition to the elements already mentioned, the page has links to other areas of the website, such as the one that presents the testimonials of other clients and the one that describes the differentials of your company.

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