There are many benefits to interactive technology: increased interaction, a totally customizeable brand experience, and a speedier transaction. As with any new marketing endeavor, however, it’s important to start with a plan. By identifying the end objective at the onset, you will ensure that each of the campaign components is optimized for your end result. Be sure to consider the desired outcome of your customers in this plan. Perhaps you have a complicated product that needs some clarification. Or maybe you want to make it easier for your customers to join in on something. Consider their goals in addition to your own and all of the other steps will fall into place.
Ask Yourself: What Is the Goal?
You wouldn’t start driving a car without a destination, and you should never start a new project without an end goal. The value in interactive technology lies in its ability to facilitate your goals for enhancing the customer experience. You will optimize this potential by understanding those goals from the beginning.
Some common goals appropriate for interactive touchscreen campaigns are:
- Drawing customer traffic to a particular part of the store
- Selling or providing information for a specific product
- Driving interactions with a loyalty program
Establishing a goal provides the basis for decisions you'll have to make down the road such as screen placement, software features, and other vendors you might need to bring aboard to improve your potential for success.
Knowing the goal, you'll be able to front-load these decisions instead of having to backtrack and make less careful, less informed decisions on the fly.
Plan out (and Test) the User Path
The next step after defining a clear strategy for interactive technology is to map out the path that potential users will follow with the product. An idea can sound like a surefire hit in the conference room, but until you've gone from the general concept to the specifics of how a user will interact with the technology, there's no telling if the reality can live up to what you have in your head.
Plan out the user path and then test it with technology in as close to a live environment as is available. Make observations about what works and what doesn't, note if there are ways that the information architecture can be refined to better promote the kind of interaction you want, and iterate until you have something that's both compelling and reliable.
Be sure to experience this path from the perspective of the user. Some valuable questions to ask along the way are:
- Is the experience user-friendly?
- Is the call to action clear?
- Does the interface answer all of the important questions?
- Are there enough visuals to illustrate your point?
After you complete your campaign, you will want to have data to determine where you succeeded and why you succeeded and that speaks to any pain points you might have experienced. But if you assumed you were collecting data that wasn't actually being captured, there's no going back through time to harvest that critical information.
Don't set yourself up for disappointment at the tail end of an otherwise great campaign—pay attention to setting up analytics at the beginning and make sure any valuable data point you'll need is being captured effectively and accurately. Using robust, actionable data to inform future campaigns is a must in today's marketing environment—so make sure you're set up to do it!
Get off on the Right Foot With Interactive Technology
The world is becoming more tech-centric every day, and having some interactive element is becoming a foundational part of any good marketing campaign—whether your brand is consumer-facing or B2B. Using the three best practices above as a starting point, you can make sure that you're using interactive technology in a way that gets you where you need to go—and that the wheels won't fall off on the way. Having a solid framework of best practices in place from the outset will let you use interactive technology as a tool to leverage your creativity. So with that in mind, get creative and enjoy the benefits of interactive technology as you launch your campaign!