Apester is a SaaS platform to build interactive content. They offer a smaller number of core templates, but a higher number of 'premade' templates - though most are very similar.
Campaignware is a better choice as its templates can be used across a much wider span in the business (for example, user generated content and polling for audience engagement, but also surveys for customer feedback) - which can all be done for free
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Gamification is the latest way to refer to for interactive content, and with that has come even stronger prominence. Whether you call it gamification or interactive content, there's simply no excuse for not incorporating it to your agency's kit bag, or to your B2B or B2C in-house marketing playbook.
All businesses - B2B, B2C and beyond - should have interactive gamified content before 2021 comes to a close.
The pandemic. Many are fatigued by discussion of the pandemic, but it's been a significant driver of change in marketing and needs to be acknowledged. Many reports demonstrate that audience engagement and retention suffered through the pandemic for a number of reasons.
Gamified and interactive content is the answer to deteriorated audience engagement and conversion.
It's fairly intuitive, that interactive content is inherently more engaging. And it is absolutely a precursor to increased sales (or whatever your final stage target metrics are).
Engagement is a metric used extensively by marketers as it indicates the depth of a visitor or prospect's interest in your offering. Active engagement is participation and genuine involvement - which, compared to passive action such as watching a video or reading an article, is significantly more important as an indicator of self-education and intent to buy.
The key difference between active and passive engagement is reflected in a substantial investigation by our friends at Contently, spanning their 60,000 contact list and encompassing contacts across the engagement spectrum.
The findings are not surprising, although the extent is:
Brand Awareness
Brand Opinion
Brand Associations
Brand Trust
Likelihood to Purchase
Net Promoter Score
3x higher average NPS for Engaged subscribers Vs Unengaged subscribers.
Engaged subscribers were at least 4.6x more likely to purchase Vs Unengaged.
Engaged subscribers had 3x higher brand trust Vs Unengaged
The numbers don't lie; audiences are more engaged by interactive content, and more engaged audiences are significantly more likely to convert.
Verdict: Campaignware and competitors all deliver some degree of gamification and interactive content. It is something you, your business, or your agency can and should use. Platforms you can try for free and enable deployment of fresh gamified content, such as Campaignware, make it a must-have for all businesses and agencies.
You want to make the right choices - and this includes capturing the data you require.
Brands have largely embraced data-driven decision making. Big data and data science is increasingly governing personalised interactions - but audiences are savvy to this, and demand strong return for 'investing' their data with you. This is why interactive gamified content has a huge advantage over any other type of content.
Every business has specific data requirements, unique to them, which inform what stage of the buying cycle their prospect is at.
The great news is that interactive content enables brands to easily capture that data in a fun way that audiences buy into. Campaignware, and some competitors, have easily configurable custom lead generation questions embedded in quizzes, assessments, and polls. That data can be used to inform what offers are made and when, moving to the prospect's own needs and timelines.
Verdict: Campaignware offers a full suite of customisable buttons and fields to enable you to capture this data. Competitors allow some lead generation field customisability, however none are as complete as Campaignware's (at the time of writing).
Consumers are savvy and know when they are being pitched, and generally they don’t like it. However they're very happy to self-educate and understand that they may trade some piece of data in order to access tools that simplify that education.
There is an area where interactive content marketing stands out.
The internet is generally the first destination for educating prior to purchase, in both B2B and B2C. One study from the Acquity Group found 94% of B2B buyers research online before making a decision. Ascorching 91% of consumers research online prior to making important purchase decisions.
Interactive content, gamified product selection, and shopable quizzes are a superior way to guide consumers to the ideal product for them using multi-path quizzes (usually referred to as 'personality quizzes' in the biz), videos, infographics, and whitepapers, collaboratively moving consumers through a story.
Verdict: Campaignware and competitor products can be used for shopable quizzes and gamified production selection - however, beware that most do not offer Camapignware's multi-journey capabilities that lead to different outcomes or optional marketing buttons that link to any URL you specify.
Campaignware is unique in offering User Generated Content Walls or UGC, in which your audience is invited to upload videos, photos, or text content which can be voted on or used as a competition entry. None of our featured competitors - to date - offer this capability.
Verdict: User generated content walls, or UGC, is one of the most highly regarded and persuasive interactive content types with 90% of consumers - even more in the lucrative Millennial and Alpha generations - consider it even more persuasive than search engine results! UGC walls, such as created with Campaignware, is a must have.
Remarketing is one of the hottest marketing methods out there. It enables brands to reach out to consumers that have have already visited your website or app - maybe they looked around your product pages, or didn't complete a cart. It helps find and convert potential warm leads.
Interactive marketing and content allows you to get a lot more precision in your targeting and personalisation, through the adaptability of the questions being asked.
And that’s exactly what consumers want:
Campaignware takes it further with our powerful pixel so subscribers can break their reliance on social media audiences and pixels and build a 1st-party database they own.
Verdict: Neither this competitor or any other that we've analysed offer their own pixel. It is only Campaignware that offers this depth of capability and data insight.
If we consider every website or app visit that doesn't result in a sale or even just active engagement a lost opportunity, then chances are your web traffic is somewhere between 25 and 100% lost opportunities. It's the nature of the beast.
Interactive content drastically changes that equation.
Published reports from many sources show that, on average:
Website forms convert 8%
PPC ads (Google Ads, for example) convert 2%
Campaignware's interactive content, averaged across all subscriber content, has 70% conversion.
Demand Metric reported that:
Interactive content such as apps, assessments, calculators, configurators, and quizzes generate conversions moderately or very well 70% of the time, compared to just 36% for passive content.
Most brands would be thrilled to even achieve 36% "moderate or very well performing" conversions for their content!
Verdict: Campaignware content averages 70% conversion, which is far superior to static conversion options (such as forms). We cannot compare this with any of our competitors, as - unlike Campaignware - they've declined to publish their average conversion rate!
