Interactivity Boosts Retention & Purchase Intent
Tuesday, 15 November 2011 10:32
By Heidi Tolliver-Walker
Want to increase the chances that your audience will retain your marketing message and act on it now or in the future? Make it interactive.
According to research from Canoe Ventures and the Association of National Advertisers, consumers who interacted certain types of cable advertising had higher levels of recall and intent to purchase, even if they didn’t accept the offer itself. In fact, when exposed to an interactive offer, participants were 29% more likely purchase the brand in the test. They were also 29% more likely to the likelihood to seek more information about the brand.
Although this study looked exclusively at interactive television, I see no reason that the principles would not apply to other types of advertising, including print and e-marketing. If someone takes the time to interact with the brand, they are more likely to remember it. If they remember the brand, they are more predisposed to purchase that brand in the future. It’s basic human psychology.
Several years ago, I remember a follow-up study done for interactive print ads using sound, lights, and other attention-grabbing elements. The retention for those ads was off the charts. This is part of that same principle.
If you want to increase the effectiveness of your advertising, marketing campaigns, or brand-building efforts, try to get your audience to engage with them. Encourage people to respond to a personalized URL, scan a QR code, or scratch off a coating to reveal a discount code. Perhaps you might encourage them to sign up for a giveaway or just click through a link.
It may not matter so much what they do — as long as they do something.
