MODERN MARKETING WITH INTERACTIVE CONTENT - part 2

So, you know, as I mentioned before, and it's not just me or us who think this, here we have John Travis from Adobe who says, Marketing is moving toward a new kind of success, one that depends on truly knowing the customer. And throughout the industry, this focus is proving to be the path to better customer relations and business growth. So, you know, what I would like to, an idea that I would like to put in your head is that sometimes it might be good to think a little bit more like a salesman. Now, I know you're like, well, marketers and sales are like mortal enemies. You know, we're not the same, we're like cat and dog, not the same species. But still, what's good about a good salesman is that he starts conversation with his prospects. Right? So let's say she, so she asks questions, she listens to the responses, and then she talks. Instead of just sometimes as marketers, we do this thing where we just like talk, talk, talk, talk, talk about me, me, me, me. We should instead, you know, take this approach where we ask. So by asking, we actually engage. By listening, we are actually learning about them. So when we ask questions, we should ask smart questions and then listen to what people are saying. And then personalize our questions. So we can then personalize our pitch based on that. So this is like, you know, the engage, learn, personalize loop that I think really helps in terms of conversion because instead of just speaking, we are engaging, we are learning, and we are personalizing the pitch. So imagine applying that kind of loop throughout every conversion stage. That means that we'll be able to, with every time we do it, we'll be able to tailor-make things more every time, every step of the way. So let's just take, yeah, and that's what I call engage, learn, personalize. So let's take an example. Now, this example is for a company that sells culinary courses for chefs and bakers and culinary experts, right? And their goal is, of course, to sell more courses. And the way they go about doing it, this example, is that they want to take this guy. From being an unknown or to being a customer by learning and pitching, by engaging, learning, personalizing all the way down. And what these plus points indicate is information data about that person. So, you know, this company wants to sell more culinary courses. And they know in order to do that what kind of information they need about their prospect. So they make, instead of sending people something, you know, a recipe. Or something with a long form, like, tell me everything about your life, which nobody feels. They do it in a smarter way where they keep engaging people with different experiences and learning data. So let's see. They start out, first they want to take this guy from being a complete unknown to be a trackable contact. A trackable contact in my world or in our world is somebody who you might get the contact information once. But then onwards with a cookie, you know who they are if they keep coming back to you. That's a trackable contact. So let's say they make a quiz, right? Test your culinary knowledge and win a knife set. So that's something that gets people kind of, if you're a food nerd, if you're a chef, you know, if somebody challenges you in terms of your food knowledge, you'd want to take that on. And we actually have a customer who did a quiz like that. That's why I thought of this. But, you know, that kind of stuff, that kind of quiz is pretty good for social media engagement. So, you know, this guy, he takes the quiz and the quiz before getting the answers or before, you know, winning the knife set, he has to put his name and email. He also then does the quiz and he gets a high score of 90 percent. And thankfully for this company, he did give them permission to come back. This is, of course, important in your terms or whatever. When you are doing these kind of things, it's important to ask people permission to send them email. So, yes. They said yes. There onwards, you know, they've created a basic lead or an opt-in, whatever you want to call it. Now, there onwards, you know, this company, let's call them Company X, they can go and use that information. So let's say this guy, John Smith, is a high scorer. They could potentially send him an offer for an expert course or something like that because he knows a lot about, he knows his stuff. Or they could do something more and keep building this profile of John. Keep building John's profile. So let's say they afterwards send him a personality test. What kind of chef are you? Again, like you just experienced the quiz, ask different questions. And then, you know, based on those questions, they know that now John Smith is his characteristics. He is modern and experimental. And his personality type is the innovator. Also, they could have already put, let's say, a button there where before the quiz you have to choose what your segment is, you know, what kind of chef you want. What kind of segment is, you know, what industry you come from. So you could be either coming from a, you know, full-fledged hotel restaurant or from a cafe or a bistro or whatever. So that quiz also told them that John Smith, you know, he works at a bistro. So now they are starting to qualify the league. They are starting to know who this guy John Smith really is. And, you know, after this test, what kind of chef are you, there are two things they could have done. They could have either, you know, at the end of the test said, hey, I know you are an innovative chef. These are courses that fit you. Or they could also send him an email campaign saying, hey, innovative chef, here are courses for you. Or they could just keep building. So, you know, there onwards, let's say they send John a recipe lookbook. Now they are starting to really massage and nurture the lead. So they know that this John Smith guy is an innovative chef. And he is, of course, interested in pushing the envelope. And learning new things. So they send him a recipe lookbook, which is a collection of new recipes. Which is gated because there is so much value in it. Again, when you gate things, you have to think about what value you are offering. The more value, the more you can ask for. The less value, the less you can ask for. So here there is a small opt-in form at the beginning where he has to write his restaurant name and his job role. There onwards, every interaction he is making with the recipe lookbook, which is basically a collection of recipes, they find out that John Smith is actually interested in French sauces. So now they know so much about John. Here onwards, what they can do again, they can either personalize at the end of, you know, somewhere in the recipe lookbook. They can send him a targeted email. They can even hand over to sales at that point, depending on what they think is making sense. So let's say they continue the journey. There onwards, they say, OK, now wait a minute. I know that John Smith is a head chef. That means that he has a team working under him. So let's send him this productivity assessment. Is your service efficient? Evaluate your kitchen's productivity. And with that test, they learn that, you know, this guy, John Smith, he has a team size of six people. And he has challenges with, you know, with respect to inventory, wastage and time management. Then let's say sales takes over from there and says, hey, you know, John, we have this new time management and optimization course for for kitchen teams. Would you like to take it? And he says, yeah, I'm interested in that. So, you know, in this way, this is theoretical, but in this way you could keep building the profile of your customer, keep learning and keep targeting in a better way. So I hope that example made some sense to you. Now I'm going to move on to actually picking your brain about what you think. You should do. So let's say that, you know, you want information about your customer. And if I said you have a genie in a bottle who could basically grab you any wish in terms of what you want to know about your customer, what kind of information would you really want to know? What what means something for your business? So would it just be basic contact information, name, email, phone number, address? Would you also want demographic data? That means things like age, gender, location, company name, business name, business type. What about things like loyalty and influence? So do you want to know how often people are coming back to your content? Do you want to know how effective, how often they open your emails, how effective they are in getting other people back to your content? That is what we call referrals. What about things like things that really matter, things like needs and challenges? So to know, OK, this guy, what is his knowledge in my company's field of expertise? What are his skills? How does he perform with work? What what how does his department, especially for B2B? What does his how does his department perform? What are his business needs, gaps and challenges? Also, psychographic data. What is his personality type? What are his opinions, attitudes about things, interests and preferences? So, you know, there are a lot of things, options here. And, you know, have a think with just in your own head. What kind of information would you really want out of this? What kind of things would you want to know? And then think, OK, let's say you have the information you want. How would you use that to your advantage? There are many different things you can do with data. Data is power. So maybe you want to create more targeted content. Maybe you want to make more precise pitches like we discussed earlier. Perhaps you want to make more targeted campaigns. You want to personalize content every time people consume something. Maybe you want to generate leads with this data. Maybe you want to nurture leads. Maybe you want to empower your sales team. This is the big thing for many companies that, you know, marketing, if they can get that kind of data and give it to sales, that's valuable. So that they're not calling somebody blind. They already know something about this guy. Or perhaps you could even empower your business or market intelligence teams with that kind of information that you have from the market. So there are many things you can do with that data. And then think, have a think, you know, how would you mine that data? How would you get that? There are various ways. There are opt-in forms. There are lead gen forms. Perhaps your own website navigation will tell you something about it. Your email systems or automation systems if you use any. Social listening tools. And of course, interactive content, which is especially good. I mean, you can get all of the above with interactive content, but it's especially good for this stuff. The needs and challenges and the psychographic data. So have a think about what it is you want to know. So I hope that, you know, you have some questions. I hope you have some thoughts now in terms of, you know, that engaged, learned, personalized loop. And now I will give you some inspiration or some examples from our own clients that have done different things at different stages in the buyer journey. So now I'll give you some examples on the first attraction part. What we can do with interactive content in terms of attracting people. So here I have an example from Lenn Poo Filwa. Sorry, excuse my Danish. But it's Lenn Poo Filwa. It's agriculture and food ingredients. And basically they have a division which focuses on eggs. So their mandate is to educate the Danish population about the good stuff, the value of eating eggs. And these people, they have all the health benefits of eating eggs. One, two, three, four, five, a ten step list and so on. And getting people to actually read that is kind of a challenge. So they thought, hey, why not make it a little bit more engaging? Why don't we turn that into a quiz? So here you have a quiz where you answer questions. Each question you answer, you get immediate feedback. Saying, let's say I answer the middle. They say, uh-uh, that's the wrong answer. The correct answer is this. So people answer, they learn. They answer, they learn. They answer, they learn. Then they get a result which is Wilkins slacks egg hole. What kind of egg head are you? So at the end you get a cute little quiz. You get a little drawing that relates to your personality type. You get some information there that makes sense for you. And then you also get recipes that actually match your personality. Another thing that they do is, of course, to get people to eat more eggs, is that they share a lot of recipes online. And here, of course, they're showing them recipes that make sense for the individual. So this is one example. And actually, what we saw was that it was really, really interesting how people actually reacted to this. You can see here, people are sharing what results they got. They are sharing, yeah, it's funny. Ha-ha, egg I got. And then they tag their friends and do all kinds of funny things. So this kind of content is really great for that attraction part, that beginning of the buyer journey part, about getting people's interest and getting people's attention online. I'm sure all of you know MasterChef. I'm a huge MasterChef fan, nerd. And, of course, MasterChef Denmark, they had a challenge of actually getting enough people in Denmark to sign up, to be a part of the program, so for casting. And so what they wanted to do was actually drive more people to do that. And the way they did that was that they made a question. So, Wilkinslacks MasterChef, what kind of MasterChef are you? And then it gives you a result, one of those three types. And then there's a button there. If you're interested, it informs you there all the things about that it's not difficult to be a part of MasterChef. You can easily do it and so on to encourage people. And then there's a CTA button. If you're interested, click there to be a part of the program. So, again, in a way, this was really great at getting people to sign up. They thought it was funny. They wanted to share it. And in this way, you know, of course, not everyone who actually did the quiz signed up. No way. But it did at least broaden the reach a bit in an interesting way. Then I have this example, which is a video. I hope you enjoy this. This is from our customers called Calibo. It's a chocolate manufacturer for B2B companies. And they made this thing called, they have a concept that they developed. They actually have a pattern on it. It's called a Chucky. And a Chucky is basically a fluid ball. But it's like a bumpy fluid ball with a crunchy base. So they sell these ideas to connoisseurs, you know, confectioners and what do you call them? Chocolatiers to use that concept. And of course, they want to sell their product. Along with that. So basically what happens is you start. And then this guy comes. And then he will tell you that he will make a Chucky exactly the way you want. So here, should we go for dark? I'll go for dark. And chocolate. And crunchy. And now he basically constructs the Chucky based on what you order. And so here. And so he did. Let's give him a moment. But he'll do that. And then, you know, there'll be a result which where you can actually download the recipe that you ordered. And again, you know. Yeah, there we go. He's almost done. Come on, faster. Yeah, there you go. So now, you know, you have the Chucky ready the way you ordered it. And you can go and get the Ops Clift here. Recipe, sorry. Here. And of course, the recipes have, are using their products. And, you know, people got a real kick out of it. So you can start again. People got a real kick out of it online. And again, it's a great way of engaging people. Then we have another example here at the attraction phase. Benefit Cosmetics. Maybe some of you ladies in the audience know which brand this is. It's a cosmetic brand. It's a part of the Louis Vuitton conglomerate consortium. So they produce these kind of, it's more like edgy rock chip kind of makeup. So they have a real sense of humor. So here they made this one. So what do you think happens next time? Any guesses? Let's say a friend jumps out of the cake. Okay. No! So, you know, and what's interesting, what I should say is that they didn't shoot this video for making it an interactive video. They actually just took something they had and they repurposed it. So they basically, the interactivity you see is overlaid on top of it. But it kind of adds to the experience. It's not just watching people actually engaging in something fun. So again, this is something that's great at kind of getting people engaged at the beginning of the buyer journey. Let's move on to some more examples. So, let's do this. Now let's talk a bit about capturing a contact, right? And now I am referring to email, you know, getting email contacts. Here I have a B2B example. It's from this company called Easy HIPAA Compliance. And basically HIPAA is... I don't remember what this stands for exactly, but it's basically a US law which is about maintaining patient confidentiality. And if you work in the healthcare business in the US, it's really, really important. And they are consultants in that area and that compliance. So they made this Easy HIPAA self-compliance assessment where you are basically... You need to benchmark yourself in terms of whether your company is compliant with the law or not. So this test starts like this. You have to choose, if I can point here, you have to choose your segment. Either you are a covered entity or you are a business associate. So you choose that. There onwards you get this kind of very short form, not long, short form. And then you start answering questions. And each question relates to compliance specifics in respect to the law. And at the end you get the score here. And here it says, hey, bad news, if you answer false to any question, your business is not HIPAA compliant. And then overwhelmed, and then you can learn more about us. So they are helping people actually figure out whether they are compliant to the law or not in a more engaging way. And of course, I'm talking conversion here, so they gated it with a form at the beginning. So there are different ways to convert. Here I have a low gate at the start of the assessment. You can also, if you want to convert using interactive content, you can also gate the results. This is another technique. So let's say you have a quiz here. You can put this gate just before you see the results. So you can say that, you know, you start the quiz, you take it, and then in order to get your analysis, you have to put in your name and email. And of course, you have to be careful doing this. This is sneaky business, right? People might get annoyed and leave. So if you are doing this kind of thing, be sure to actually have a lot of really specific feedback for the person afterwards. So that's one way. Another way is that I have used this. This is something that I made last year. I made this digital marketing quiz. And what I did was I asked people, you know, have you been following all the developments of 2016? They answer questions. And then it tells them, hey, this is your result. You are a digital marketing newbie. And you got 2 out of 10 right. And it gives you some basic information there. But for the full thing, right, for the full analysis, you should put your name and email here. So you put your name and email. And then you get really like loads and loads of meat and information, insights, and you can catch up with what you missed in the year. So this is another way. This is called partially gating results. That's another way of doing it. Another way, of course, is to do this. This is using the carrot as they put a prize associated with it. Make it into a contest. So here we have Debik, which is a B2B supplier of dairy products for restaurants, hotels, businesses, bakers, all kinds of things. And basically what they wanted to do was get in touch with their end customers. They mostly go through distributorships. But they wanted to get in touch with their end customer. And get access to their contact information. So here they have a quiz where at the beginning you choose your segment. There onwards there's a little pop up there where you can either sign in with Facebook or LinkedIn. Put your name and email. Again, very short. Then you take the quiz. You test yourself. And then you get a score. You can try again. Challenge your friends. And then gives you some information about the company. And that is called using it as a contest. Conversion technique is contest. So now we've talked a bit about how to get contacts. Let's talk a bit about how to qualify contacts. Here I have Calibo again. One of our favorite customers because they keep coming back. Here we have Calibo who has an Inspire Me DK microsite. So basically it's a living, breathing microsite which is updated with their seasonal recipes. So every season they update the site with their latest recipes. And how it works is that you come to the microsite. You choose your segment. So either you are a baker or you are working in a hotel or restaurant or you are a chocolatier. So you choose your segment. Then there is a very short opt-in form there. Not asking for loads of information. There onwards when you interact with the page. So you do that. You get access to the page. And then there are loads of recipes there. That are specific to your segment. So if you are a baker you will see recipes that are specific to you. There onwards everything that you click on. The more you interact with the site. The more lead scoring points you get. So you can actually tell at the end of the day or at the end of the month. You can tell they'll have a score associated with each individual. Saying how much they were actually interacting with the page. How deep they went with it. So let's say that in the recipe somewhere they have a small ad for one of their products. If somebody clicks on that it might be plus 20 points. So in that way they use navigation and interests as a scoring or as a lead qualification method. And again this what people click on also tells you about what their interests are. And one more interesting thing that they have done on the site. Is that they have this thing called again I mentioned Calibo inspire me. Hash side Calibo inspire me. So they encourage people chefs to go out and make amazing chocolate creations. And then share everything with hash side Calibo inspire me. And then they pick the best one and feature that chef on this micro site every month. So you know what happened is that it actually really worked well for them. People all over Instagram were Instagramming hash side Calibo inspire me. And it's really helped them develop this concept of. You know inspire me. The Calibo brand inspiring people in terms of chocolate. And this I think is an excellent example of user generated content. You know all of us we have a challenge with creating new content. In this way you have something that engages people. You can also then you know when they put. Let me go back here. When they put you know this girl she's featured and her recipe is there. So in that way they can keep creating new content by drawing on their user base. Now let's talk a bit about pitching. I talked earlier about and I even tried this out with you guys. I sent you a pitch based on what personality type you were. You can also do that in real time. So here I have you know this company. What books should I read this summer. And they are an online bookstore and they want to sell more books. And but they want to help people figure out what books actually suit them. So when it's time for summer they make a campaign like this. And you answer some questions and then it says you know you are one of these six personality types. And based on that I can say that these books are great for you. So in this way you engage people and you also pitch the right product to them. This is kind of a fun lighter example. You can also go with really like custom logic like you have down there. Where it's more complex. So you ask people questions and then you pitch the right product to them based on what they are answering. With more complex logic basically. Another way of pitching in real time is overlaying interactivity on your videos. So here I have Lyngby. I will show you the example. And they have a video on which we overlaid interactivity. And then I will just let it start. Internet on the fritz. Yeah. Okay. Never mind. This doesn't want to work today. Huh? Okay. What favorite things do you lovingly collect and display around your home? The things that you love with passion. Stand back. It's beautiful. The world and your collection. So you know on top of the video you have these interactive elements where you can go read more about the product and even go and buy it from the webshop. So in that way, you know, a video which is just normally unidirectional. And decided to make it available again. You can actually boost conversion by helping people say, yeah, okay, that one looks pretty to me. Let me find out more about it. So there are different ways to pitch. But I would say, you know, on the whole, see if you can try and implement that methodology. See if you can try and use it. And try and use that engage, learn, personalize loop and accelerate the decision-making process down the road. Now, as I mentioned before, we have something called marketing apps. So all of those things that you saw earlier were created using these apps. So you can take one of them, customize them and publish. This is a little bit more DIY. So you can make it exactly the way you want it with exactly the design you want. It takes a bit more time. Change the colors. Change the text. And publish fast. Then we have another level, which is called the content wizard. Now, the content wizard is like really a fast, fast, quick solution for those who want to publish something in like under 60 minutes. So here I have a quiz template where you start. You answer questions. This is a template, remember. So there's a right answer, wrong, wrong, wrong. And you are the one who will put in the content here. And then there is an opt-in form. You can choose to have this or not. So let's just put in here test, test, test, test. So let's say I do this. And then you see your results. Then you get these results. And this kind of template is something that you can use. This is something that you can customize by clicking here. So you go here. You create an account. And then you can just customize it. What I will do is I already have an account since I work in this company. And I will just log in. Let me just do that. And log in my account. There we go. And then I will customize it. And then I will choose this because I own it. Yeah, never mind. All right. So now I like that template. I could see myself using it. Now I can just customize it myself here. So you set up the basics. Basically, you put in, you choose what your brand color is. It could be, well, anything. You choose your font. You choose your logo. Then you choose your background picture. You choose your title, description, all of that stuff. If you want a lead form, yes or no. Maybe you don't. You can configure that. Then you can configure the results, of course. Create the questionnaire. Configure your footer. And then basically publish your page. And that's it. Done. So we have these three different levels. It can be completely DIY. It can be customized a template. Or this quiz wizard where you basically just write stuff and you publish. Another example I would like to show you is this one. That you can help your audience discover the perfect product for their needs. So here there's a quiz where you answer questions. We have some dummy questions here. Like how big should the screen be? We're talking mobile phones. Let's say you're selling mobile phones. So here you answer some questions. And then it tells you, yeah, these are the right products for you. And again, you click here on customize template. Now, one second. Just refresh this. Customize template now. You choose your, never mind that. Never mind that. You just go and create a new account for you. And then you go in and you enter all of your details. Again, write questions, write your answers, and then publish. So it's really, it doesn't get easier than this. Another example here is an assessment. This is very interesting, I think, for B2B companies. Sometimes you have benchmarks or you have best practices. You have different compliance laws that you know about as a company. And it's really interesting to try and test your audience. Yeah, are you compliant with this? Do you know what the best practices are? And turn that into an assessment. I showed you the thing with easy HIPAA compliance before. That kind of thing is something you can do with this template. So you start the assessment. There's a short lead gen form. You can choose to have or not. You can also choose to have this at the end of the test. That's completely up to you. Submit. Then it asks you a series of questions where you have to agree or disagree, basically on a Likert scale. So you can choose all of those things. And then it says, yes, this was your score. There's some more information here. And you can have a CTA button. You can have different other things, different other information on the page. And again, you can choose. You customize the template and fill out some information. And you're good to go. So again, it doesn't really get easier than that. And if this is something you're considering, I should also mention that it doesn't have to be a landing page like you have seen right now. If you see all of this has, let's say here, it has its own URL, right? That's a landing page. You can also embed these kind of apps. You can embed these kind of apps inside your website or on your blog. That's really, really easy to do. Another thing that might be important for some of you is actually integrating this with your email system or with your CRM system or with your automation system. So we are integrated with MailChimp. We are integrated with HubSpot. And we are also integrated with an integration platform called Zapier, which basically opens up a world of possibilities. So you can have what automation system you have, what email system you have. All of that information can be fed automatically into whatever systems you're using. So with that, I would like to say thank you. And another thing I would just like to say before I leave is that we are actually hiring. We're looking for a web designer. So on a side note, if you know someone who you think could help us, could be a great help, please let me know. Anything could help us, could be a part of our team. We are a young, dynamic team, and we have lots of fun. So if you know someone who you think could fit in, then do spread the word. And I think now I would just like to call on Caspar. Oh, yes. Sorry. Questions. Do you have any questions? There. Yes. Does your resource set file show that there are some content that is more engaging than others, like, for example, altruistic types of content? I think it really depends on what my content is. I think it really depends on what we're doing. So we have customers that do all kinds of different things. Some content is meant for engagement. So some content is like, you know, those lightweight experiences like quizzes or fun things like I showed you earlier. Those work well there. But we also have customers who want, like, to make, like, business solutions. We have a customer who actually made a sales tool for their sales team so that when they had exhibitions, they could go and sit with their customers, and they could actually guide them through everything in the company. Or the customers themselves could learn about the company in an interactive way, answer questions. And what they did with that was to actually generate leads using that. So it's like an interactive sales tool where you go into the booth. Let's say it's an exhibition. So you have a booth, a stall. People go there. They write their name, email, and then they interact and learn about the company and figure out how this company can help them based on their specific needs. So that is more for that purpose. So there are different formats that work for engagement and different formats that work for other purposes. So I think engagement, quizzes are awesome. Quick little fun interactive videos are amazing as well. Personality tests work really well. Games work really well. Calibo also once made a memory card game. Basically, you know, it's like those flip games. That's also something you can do. Yeah. So definitely. Anyone else? Yeah. Can you say anything about the gifts or the prizes that you launch for answers to questions? For example, the activity today. Do we know anything about whether it engages us more or does it just, I mean, how do I know whether someone actually gets the prize? Well, today I know when I do it online. How do we know whether someone actually gets the gift or it's just a gift? It's just something. Ah, you mean like, you mean like... It's just that there might actually be a prize. Ah, yeah, okay. That is something that's actually, I would say that's something the company has to take care of. And there are different ways in which companies deal with this. We've had companies in the past which announced the prize winner on social media. And then they encourage that person to go and acknowledge, thank you for giving me the prize. That's one way. Another way is to make a small, you know, realistic picture of the person and put that up. But that is something that's up to the company to really do. Of course, there can be people out there who fake it and don't actually give out the prize. Today we are all here and you're winning a prize for the quiz. So we will give out the prize right away so you know that. But yes, I could say, of course there are companies out there that do that. You also have companies on Facebook that have a contest. Facebook contest. Which actually, yeah, a lot of companies do that as well. It's a bit dicey in some ways. But yes, you could also do a Facebook contest where you pick the winner and then you share. But again, it's up to the company to do that properly. Whether they are really doing it or not, that's not something that I think we can ensure. Yes? But you asked if it will work, if it will convert better, if there is a prize. Yeah. Ah, that, yeah. I think it really depends. If you take Facebook as an example, there's a lot of people making competitions there and you can win a prize. And I've met a lot of clients who have done that and people never pick up. There's even people winning a car for a week, they never come and pick it up because they probably forgot that they participated. So I think the rule of thumb is that whatever you do, whatever content you produce or whatever thing you offer people, it has to bring value. And I think the instant gratification is one thing. I think you could play around with this too. If you give a prize, make sure it's already drawn out immediately. Like with interactive content, you could do that but based on rules. You can say that whenever this thing happens or whenever like let's say that number 5,200 picks the right answer, then you show that you won it. So I think if you want to, you know, really get people to engage in it, it has to be instant gratificated or you have to deliver more value. It's not always like you can win something. But if you have value to bring in my situation, it's like then I'd rather get that than I want to participate in a competition, I think. Yeah. Yeah? Yeah, for example, just on that note, I actually myself plan on making a quiz which hopefully will be completed in the near future. It's content marketing grader. So I will be making a quiz or a test where people can actually answer questions and see how effective the content marketing is based on different aspects. And they get a score and advice for that. So that kind of thing is really valuable. It's almost like sitting with an expert. Of course, it's not as real life but you do get that kind of assessment, that kind of feedback immediately based on what you're doing in your job right now. So there are different ways to do that. It doesn't always have to be a prize. In fact, yeah, quite often times it's not. It's just for engagement or it's for offering value. Yes? Well, this works very good for online and mobile. But what do you think about Snapchat as a marketing tool? Because I know it's growing very much for businesses as well. Facebook works quite well, Instagram as well, Twitter. What about Snapchat? I think... I must say... I must admit I'm not super good at Snapchat. But I think again it's like you share a link and then people either come to your landing page or they come to your blog or your website where the interactive content is. So it's about getting people from there to... From A to B. So if you can share it on Snapchat with a link then that's how it will work. Yeah? I think regarding Snapchat and those kinds of services, it's more like... It's again we live in a world where we're online always. And we expect to be treated and to get the service. And if we have a question for something we expect that we can get and find the answer right away. So I think it's more about that. I see we'll also see this year people predict that chatbots are going to explode like you've probably seen it on Facebook. We even... We have created one ourselves which we will launch quite soon. Because I think it's the way we communicate. And I think if you want... You have to be there for your clients. So it is like... Going 100 years back and having a normal shop. You knew your clients. You knew when they had birthday. You knew family relations. And then you can treat your client that way. And I think that's also why interactive content... Of course I have to say that. But that's also why I think that's great. Because there you can learn something on a fair way about your clients. But I think that the Snapchat and all of these services is more about being able to serve right now. So I have a need. I have a question. I want that answered here. So that's like... That's like online right away. But you can say in the midway interactive content can do it also. It's like the thing about... We have a lot of clients doing self-services. So if I bought a product instead of I have to call up the support and we know the prices for that. We make an interactivity that can actually serve the person. And say that this is what you need. We can even make it as an interactive video. So you can say so welcome to my store. What is the challenge? What can I assist you with? And then guide people through it. And that's like nearly... It's nearly to be there. And I think that's going to work. So if you... If it's like consumer-oriented now. Or even also business-to-business. I think being able to be there always for a client in some way is a must. Or will be a must. I think. Yes? Do we have any... Yeah. There's one down there. From one end to the other. Yeah, yeah. I can lead that. There's no doubt. There's no doubt. Yes. Yeah. today? Yeah. After I got to here, at seventh grade they had somebody that sent in a report email and other data can't be used as more than maybe WhatsApp or Facebook? Well, then, again, I think with what you mentioned about chat, right? Perhaps you'll have to then have it live there in a way as in share the link there. How do you, again, with chat, maybe there's another mechanism to get people to subscribe or get people to follow you. But, again, there also you basically just share the link. With email, what we find is that, as I mentioned before, email is not dead and it is effective. It's a good way to reach out to people. And that's why I think it makes sense to get opt-ins with email. But, yeah, I think with chat, again, you share the link and that's how you get people to actually engage with it. But I think in regarding the email, if it works, if the millennials are, you know, actually checking emails, the slide Neha showed before, I think it was 75% or something, answered that they find email useful. Of course, you can ask different companies. You can probably find a lot of studies and analysis that shows that they do not care about email or they do care about email. But I think if you think about the micro-moments that we have during a day, I think it's nine, I don't know how many it is. It's really a lot of moments during the day that we check our phone. We do something there. And I think email is because it's just, it's there on the phone. So I don't think it's there. I think you will take it. And if there's something there that, you know, talks to you and it's when you need it, you will open, you will see it. As well as you will open a Snapchat or you will open something from Facebook. So I, it's really tough to say. I think it will, it's like it's also driven by us marketers. We go out and tell people what works and what doesn't. For a couple of years ago, we told people that email is not working. Why? Because Facebook existed and that was the way to do it. And now Facebook turned up the prices. And now we go out and say email works because we don't want you to pay Facebook for getting the leads. So I think, and I also think it depends on the company you are running and the needs you have. Yeah, I think you had a question? I was just wondering, is it possible to add in those forms that we can actually, you know, have the user agree on the message or anything like that? Is it possible to engage in that? Oh God. So is it possible to, if you, if your client engage with? Exactly. Is it possible to put in that form that we allow to send a user a direct message on Facebook Messenger, WhatsApp, you name it? Is that incorporated in the system or do we have to have our web? Yeah, that's basically something you just have a little, tick box. So you have to ask that question clearly and then people can opt in or not opt in. But what do you mean is if you can fire off like certain events, like automate the process. If you, let's say you, No, no, no, no, no, no. We have a Messenger where we're allowed to send direct message to our followers and stuff now. And I was wondering if that was integrated in this platform. So we can, instead of sending them a mail, we can send them through Messenger and they can be allowed to do that. I think regarding the possibilities, yes, it's there. As Neha mentioned, we integrate to Zapier, which is like the world of integrations. And I know Facebook have like three or four Zaps, what they call possibilities on Zapier. So our system, you design whatever data you want to collect on our system and what behavior you want to do. So let's say that you had a quiz and I participated, I accepted to be contacted by you and I put in my email. Then it's just about sending that information through Zapier. And then from Zapier to make a Zap to Facebook and say, once this happened, please write a message to this guy, post on this page. I do not know if you can send direct message, but I know you can do a lot of automations there, which is like, of course, as you all know, that's really important in our day to day that to automate as much as possible of these things. Yeah. Hi, I was just wondering, where do you find this is most successful? I can see that even when we filled out the quiz that you had, we were motivated, we were coming here today, you offered us, so we knew about it already. We were already your audience. And then we also have further incentive with the prize. So I can see maybe that this is working more with people that you already have the audience attracted. So maybe you can tell us like, does this work more in the app? Like sales generation? Or is this more successful to a higher percentage of people than staying subscribed? Can you give us maybe a bit more data of where this is shown to be most effective? Yeah. So I showed you the conversion grade before. I said 73% of you who came on the page actually completed the quiz and wrote your name and email. Now, of course, you're completely right. It's because you know who we are. You're coming here today, and there's a prize involved in all of that. If you are doing this as an engagement mechanism without knowing someone, it could be that their conversion grade is lower. But that's just how it is. It's like if somebody doesn't know who you are, why should they give you that opt-in? So if the quiz that you are giving depends on the gaining mechanism. If you put the opt-in before the results, then one of two things could happen. Either you have promised real value after that, or you're not, and people don't fill that in. You can either have that opt-in as compulsory or optional. So people, I have done that before, where people can either put that in or not. And then again, I have seen that, that of course you cannot compare that conversion rate with 73%. But have you, if you know about BuzzFeed, BuzzFeed quizzes, the reason they are so effective is because they pick topics that are really fun for people to engage with. So if you can tap into that kind of, thing, or if you can tap into, if you are making an assessment to offer real value to people, then they will opt-in. But again, it really depends on the idea that you have. You also mean if this thing about interactive content, some of these examples, where it works in the sales funnel, was that the question? Yeah. For your clients, like, Exactly. Where do they see the most, like, oh, I can really see that this is an increase, and this has been a reason why we want to do that for the future. It, you can say that, that now Nia has gone through some of the parts in the sales funnel, and actually these things work for the whole sales funnel. It works from, you know, the first meeting with the client, and that's where you do lightweight interactivity, or you inform, or you make sure that you give information that is valuable for the client in a certain situation. So, it really depends on, but yes, it works in the whole sales cycle. And the smart thing about it is that, you start collecting data. So every, so the first time you interact in, let's say in the top of the funnel, you collect the data, and then the next time you come back, let's say you send out a newsletter, next time I come back in like a week or so after a month, then the system knows what you did last time, and then you can make it more, you can tweak the questions, or you can tweak the answers, or you can tweak the experience in itself, which will make you convert even more. And then, so it's going that way. So it really depends, I would say, here is just the imagination that is the limit. You can, you can use it in the whole sales cycle. And we have a lot of clients using it like, both to generate reads and then to get like opt-ins. We have a lot of clients that is using in the middle of the sales funnel to inform more, to make sure people are, you know, converting and getting ahead in the decision process. So it really depends on your business. But yes, you can use it in the whole funnel. Yeah. Anyone else? No? Okay. Then I think we should find the, we should find the winner for today's prize. And I'll need a small help from you to select the winner. And it could actually be you down there maybe, or someone who want to be the number picker. Someone? Yeah? So we have the, the, the Excel spreadsheet here of all the people who participated in the, in the quiz. And let me scroll down to see the number here. So we have 145 people. So you just give me a number from one to 145. From one to 145? Yeah. 74. 74. That's, that's a good year actually. That's where I'm born. So let me see here. Now they're going to see it's regular. Yeah, exactly. You can see it here. So this is, 74. 74. One, yeah. Lila? Lilly. Lilly? There's no, the email address here is, Lilly, Y-A-K-U-N-C-H. Some recognize that? Very good. Yeah?