Here is another conclusion: historical places are a real treasure for storytellers. Unlimited interaction An experimental study conducted by Rock Content exposed users to both closed and unclosed interactive content. The difference is that in the first case, we need to fill out a short form with personal data before accessing the content. It seems simple, right? Well, the results, as expected, indicated that over 51% of people engaged with the unrated content , while only 15.8% went through the form .

That said, user data still has its value

Additionally, the conversion rate was up to 20.4% for the unrated version; Less than 15% of visitors who accessed the closed version converted. That VP Media Email Lists said, user data still has its value and collecting it is the main goal of marketing. But how to proceed? Do it in small doses or progressively, as Canal + did with the series of interactive videos that it has created from its own entertainment. work for them . In fact, L’Oreal Paris has an interesting case in point.

The difference is that in the first case

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In that in order to entice customers to try the company’s app, marketers realized that a static catalog would be just another boring list of products. Yes, this can work when customers come for your products, but in this case it was exactly the other way around. So how did they solve that challenge? With another app! Makeup Genius is a smart tool design that allows customers to experience digital makeup .

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