Interactive whiteboard isn’t something that loyalty marketers immediately can define.

But, what it entails just might help them as they travel down the road of customer engagement, customer experience, and customer loyalty.

Loyalty360 spoke with Summer Felix-Mulder, Co-Founder, The Draw Shop, about this intriguing topic and how it can assist loyalty marketers.

What is interactive whiteboard and why should loyalty marketers be interested in it?

Felix-Mulder: When I say the words Interactive Whiteboard Animation, you’ve probably got the idea already: It’s media that allows viewers to click, swipe, or otherwise interact with content by way of call-to-action overlays and branching video segments.

It’s choose-your-own-adventure marketing.

We love IWA because of what they’ve proven to do:
They convert at 2X the rate of linear video. They are shared on social media orders of magnitude more than talking-head videos.

Why? The science isn’t in yet, but anyone who plays with the video becomes the main character of their own interaction. Who doesn’t like that? And with each interactivity node they reach, they self-funnel themselves to exactly the right content for their particular need or desire. No more guesswork.

So… loyalty marketers might love that about IWA.

How can interactive whiteboard help in several markets?

Felix-Mulder: In short: Interactivity, data collection, and re-watchability.
Let me first say that IWA isn’t for every marketing campaign or company. But in common sense terms, if your campaign or company is using IWA to reach consumers or employees, you’re going to find stellar ROI when compared with traditional linear video.

People get videos thrown at them a million and one times a day. The luster of web video has been tarnished—it’s old hat.

IWA, though, is novel. They are longer without feeling longer, leaving people to spend more time with the brand. And they play to the right person at the right time, allowing them to self-navigate to the right content—every time.

Every choice the viewer encounters (called a “choice node”) divulges valuable data about their likes, dislikes, and tendencies—giving you fresh, actionable data to capture and convert more leads. Oh, and viewers are in control with IWA, which makes them 64 percent more likely to spend more time toying with it than traditional video.

With an interactive whiteboard, you can bake low-key calls to action into video tutorials and other content. Picture this—You’re watching an interactive whiteboard. Maybe you see something you like. You click on it and—voila—it’s added straight to your shopping cart. Interactive whiteboard brings impulse buying to the next level. How? It captures and converts the most motivated buyers as those customers are watching.

We know that everyone and their mother wants to “go viral” and reach as many potential customers as possible. But you also probably know that most brands drastically overestimate the appeal of their media. Interactive video, on the other hand, gives content marketers a massive advantage: it provides a compelling, lean-forward experience–more like a game than yet another marketing video.

That’s a bit of a long answer, but the possibilities for the right company who implements the right IWA are pretty astounding.

Can you talk about how it impacts employee training?

Felix-Mulder: Sure. The same mechanism by which IWA segments and sells to several specific target markets in one video allows IWA to engage and train your whole company—silos and all—with a single video.
It’s perfect for companies who might find themselves struggling to make time for sufficient training, have trouble getting employees to fully grasp their training, or for those who might have to constantly re-train employees because their current training videos aren’t engaging enough to incite knowledge retention.

How can it help increase brand loyalty?

Felix-Mulder: Interactive videos garner 3X the viewing times, 2X the conversions, and 14X the click-through-to-purchase rates when compared with traditional video. The more a person interacts with a brand, the more they’re likely to trust that brand. Having someone trust you goes a long way to having them buy what you’re selling.

Where do you think the future of interactive whiteboard is headed in relation to loyalty marketers?

Felix-Mulder: As Forrest Research analyst Forrester Mullen suggests, interactive media of all sorts is bound to “Move beyond Awareness”. Coupling interactive media with whiteboard technology, loyalty marketers will be able to target super-specific customer personas, maximize engagement and conversions for high-value campaigns, and just make an unforgettable first (and second … and third …) impression. into developing richer experiences across display, select publishers, and on your own sites.

IWA isn’t for every campaign. It’s more expensive than your traditional linear stuff, but you’ve got to think in terms of ROI: Getting the right product in front of the right customer? Making recruiting or boarding more efficient? Huge shareability (when compared to most traditional videos)? Increasing your own awareness of your target audience’s likes, dislikes, and funnel movement?  For many businesses, IWA will be the way to go for increased conversion and for fostering intense brand loyalty. 

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