Platform and device-neutral digital interaction applications are the latest concepts set to drive engagement with an organisation’s customers and prospects.
SO, WHY AND HOW ARE DIGITAL INTERACTION APPLICATIONS SO EFFECTIVE?
A digital interaction application will offer visitors a vibrant user experience; a site so interactive and interchangeable it becomes a personal website for each user. The website will appear to mould itself to the individual, creating dynamic, relevant content evading all the waffle that no one wants crowding their page.
Digital interaction applications host the vital qualities to not only engage a user but gather and filter the information that the user provides, in order to tailor the website to their needs. Digital interaction applications utilise game design techniques and mechanics to enhance non-games in order to encourage people to adopt them, or to influence how they are used. This can be called ‘gamification’, making technology more engaging by encouraging users to participate in desired behaviours and by taking advantage of the human psychological predisposition to engage in gaming. Digital interaction applications can encourage people to perform tasks that are ordinarily considered as tedious, such as completing surveys, shopping, filling out online forms or viewing web content. With this in mind, marketers are now beginning to use gamification techniques for improving customer engagement and encouraging positive website usage behaviour. So, with the ability to create a highly engaged and active user, through the digital interaction application specifications, combined with the correct tracking and online intelligence, the creation of the personal website begins.
ALL WELL AND GOOD BUT HOW WILL THIS LEAD TO ROI?
1. Longer session times:
It Is far from a well-kept secret that the longer someone spends on a website, the more they will engage, the more they will interact, increasing the chances of that user purchasing a product and/or service.
2. Higher response rates:
The dynamic, relevant content that is available to the visitor encourages the individual or organisation to become more approachable. Once familiar with the site, each user will understand that a digital interaction application will not bombard them with irrelevant content yet provide pertinent information and opportunities leading to a more responsive user.
3. High instances of recommendations and referrals:
High response rates and satisfied customers lead to more recommendations and referrals which ultimately lead to greater ROI.
4. Better analysis and insight into customer preferences and interactions:
The whole concept enables the company to evaluate what its target audience really wants. Is there a demand for more training tips? A need for insight into the latest products? Being able to physically see how consumers are shaping their digital interaction application offers immediate insight into the user’s needs and demands and then how and what to sell to that particular user/organisation.
A GREAT EXAMPLE OF THE ABOVE is:
The Dell Small Business Solutions Centre offers small businesses the opportunity to better understand their IT needs and to find out more around the various server and storage solutions Dell can offer them. The Volume-developed multilingual application helps educate users and facilitates the decision-making process through better knowledge and understanding.
The whole concept is tied up with a full ‘Content Management System’ that completely puts the ‘interaction’ into digital interaction applications by enabling all content to be updated in real time and in multiple languages.
I know full well that I am not the only one to have been captivated by a computer game for hours on end, where the treasure must be found, the enemy must be stopped or that triple backflip must be perfected, despite three days of trying already. Well, now that ‘corporate’ website wants a change in this direction (perhaps not the shooting or backflips though). I’m not saying that every website needs to become a digital interaction application because there are some that work the way they do. However, take the first step in establishing whether the forever transforming world of ‘online’ suggests your product, service or organisation could embrace this new, innovative concept.