Measuring the return on investment (ROI) of traditional advertising is difficult. In the past, the advertising industry relied on suppositions and predictions based on commercial viewer data and regional sales. Interactive technology, however, has enabled brands to intengage eract with their customers and gain an accurate idea of the effectiveness of their campaigns.
Interactive marketing is able to instantly track and measure the ROI of individual campaigns. Technology is making this exponentially easier, as both hardware and software enable businesses to track feedback before and after installation via surveys, interviews, and customer responses. From digital touchscreens to radio-frequency identification (RFID)-enabled devices, interactive marketing technology establishes a direct point of contact and tracks data.
To help illustrate which interactive marketing technologies are proven to generate ROI, consider the following.
Multi-touch interactive tables encourage collaboration by engaging target audiences from every angle on a dynamic surface. By bridging the gap between the physical and digital words, these touch tables draw customers in and enable them to directly interact with brands. For example, the real estate industry utilizes this technology to augment the buying experience and gain access to market data—which, in turn, helps sell properties and contribute to a brand's overall ROI.
As another example, Shea Trilogy Active Lifestyle Communities recently relied on custom-built interactive touch tables to create a collaborative buying environment. These tables enabled the company’s representatives to sit down with prospective residents to walk through interactive content, including images, videos, pricing details, and maps. By providing tech-driven, virtual tours, this technology augmented the sales process and enabled both the company and individual reps to accomplish their objectives.
While traditional signage sparks awareness, it also stops there. In today’s saturated marketplace—one in which on-demand experiences are … in demand—consumers want more than pretty pictures and static content. They want interactive experiences that put them in the driver’s seat of their purchasing experience. And touchscreen kiosk technology does just that.
Think of the last time you went to a fast-food, fast-casual, or quick-service restaurant. Rather than asking in-store employees whether they offer queso yet (we’re looking at you, Chipotle!), or for their latest Dollar Menu options, customers can simply walk to a touchscreen kiosk, search by deals and details, and place an order. Say goodbye to the days of waiting patiently to speak with a person or for static display screens to rotate. Interactive digital signage provides modern consumers with self-service options that enable them to get in and out.
Touchscreen kiosks empower consumers to get what they want, when they want. This not only facilitates easy purchases, it also builds brand loyalty. Plus, it reduces the stress felt by in-house employees. Rather than answer numerous questions, employees can focus on the thing that matters: providing customer service. It’s a win-win situation for consumers.
Not only does hardware boost ROI, the software behind these interactive marketing technologies is equally beneficial. Interactive software has tracking capabilities that enable brands to easily update information to cater to target audiences. These interactions are something that brands can capture—and learn from.
For example, cannabis companies leverage data to stay compliant and sell products in a highly regulated industry. When paired with the right software, interactive hardware—including tables and touchscreens—provides robust tracking capabilities that empower businesses with direct insight into who’s engaging with what ads. This helps measure both consumption and long-term impact, so content is catered to the right people at the right time.
Knowing How to Track the ROI of Interactive Marketing Technologies
Of course, tracking ROI is contingent on knowing what and how to measure. When creating interactive campaigns, it’s important for brands to establish the kind of data they’re going to capture. User interface, messaging, and content all influence effectiveness and engagement of a display. No matter how brands define a conversion, they must be setting benchmarks, collecting data from the point of interaction, and measuring the results.
Interactive technology makes it easy for brands to track and measure ROI. Robust touchscreen software allows businesses to measure usage and overall success of hardware. Instead of relying on outdated measurement techniques such as surveys and interviews, interactive marketing technologies enable brands to track real responses. This enables them to adjust content based on feedback, in real time—making it easy to produce campaigns that position users at the center of their buying experiences.