[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Texte” _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Commitment has become a very important aspect <\/b>of online marketing in recent years. With the rise of social networks, brands can no longer simply broadcast advertisements or post a publication and wait for it to generate sales. They now need to interact with their audience and find new ways of increasing engagement<\/b>. <\/span><\/p>\n In this article, we share with you 10 formidable techniques for creating engaging marketing campaigns.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.22.1″ _module_preset=”default” min_height=”1358.8px” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.22.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Engagement has become the key metric <\/b>for marketers. For many, it replaces so-called vanity KPIs (such as the number of subscribers, for example) and provides a much better assessment of a brand’s reputation and appeal on social networks. <\/span><\/p>\n However,<\/span> engagement also translates into very concrete KPIs<\/b>, such as the number of comments, likes and shares of a publication.<\/span> Some formulas<\/span><\/span><\/a> also include the number of impressions or views, etc.<\/span> <\/p>\n These community interactions with the content shared by a brand are good indicators of its relevance. But they don’t say much about <\/span> the intention behind these actions…<\/b> and even less about how they enable the company to achieve more concrete objectives, such as increasing sales, building customer loyalty, etc.<\/span><\/p>\n So before we look at the best levers for creating engaging marketing campaigns, it’s important to <\/span>think about the objectives<\/b> that the brand wants to achieve. In other words, what the engagement of its audience can bring to the brand in terms of commercial results. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n L\u2019objectif d\u2019une campagne marketing engageante<\/b> peut \u00eatre multiple. Le contenu interactif peut permettre \u00e0 l\u2019entreprise de :\u00a0<\/span><\/p>\n Fid\u00e9liser son audience<\/b><\/a><\/span><\/span> en cr\u00e9ant une relation plus solide et qui ne soit pas uniquement transactionnelle. <\/span><\/p>\n [\/et_pb_text][et_pb_divider _builder_version=”4.21.0″ _module_preset=”default” min_height=”26.4px” custom_padding=”||17px|||” global_colors_info=”{}”][\/et_pb_divider][et_pb_text module_id=”sommaire-2″ _builder_version=”4.22.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Companies wishing to<\/span> launch marketing campaigns<\/span> to better<\/span> engage their audiences<\/b> can use a number of levers, depending on the objectives they wish to achieve. Here are the most effective. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Le premier r\u00e9flexe tout simple \u00e0 adopter pour accroitre l’engagement de l’audience et renforcer exp\u00e9rience utilisateur est tout simplement<\/span> d\u2019interagir avec elle.<\/b> Les marques qui prennent le r\u00e9flexe de r\u00e9pondre aux commentaires de leurs abonn\u00e9s, de reposter leurs publications (de type UGC) ou tout simplement de demander des avis (sous la forme de sondages) sont celles qui tissent les liens les plus forts avec leur communaut\u00e9.\u00a0<\/span><\/p>\n Au-del\u00e0 de<\/span> la consid\u00e9ration qu’ils montrent \u00e0 leurs clients et prospects<\/b>, ces marques profitent \u00e9galement de ces interactions pour mieux comprendre leurs besoins et attentes. Les commentaires ou r\u00e9ponses \u00e0 un sondage sont autant de donn\u00e9es first party qui \u00e9clairent des tendances de consommation au sein de leur audience. Les informations collect\u00e9es pourront ensuite servir \u00e0 <\/span>mieux segmenter la client\u00e8le<\/span><\/span><\/span><\/a> ou adapter la communication, les offres, etc. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Cr\u00e9er un jeu concours marketing engageant <\/b>est aussi un excellent moyen d\u2019atteindre ses objectifs commerciaux. Les animations interactives comme <\/span>les<\/span> quiz<\/span><\/span><\/a><\/span>, <\/span>les concours photo<\/span><\/a><\/span><\/span> ou <\/span>les instants gagnants<\/span><\/a><\/span><\/span> sont en effet tr\u00e8s efficaces pour :<\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp” alt=”Gamification games catalogue” title_text=”mobile-games-catalogue” url=”https:\/\/staging.adictiz.com\/catalogue-adictiz\/” src_tablet=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp” src_phone=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux-mobile.webp” src_last_edited=”on|phone” _builder_version=”4.23.4″ _module_preset=”default” locked=”off” global_colors_info=”{}” src__hover_enabled=”on|desktop” src__hover=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp”][\/et_pb_image][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Les partenariats avec les influenceurs<\/span><\/a><\/span><\/span> sont aussi un excellent moyen de g\u00e9n\u00e9rer plus d\u2019engagement aupr\u00e8s de sa communaut\u00e9. Les cr\u00e9ateurs de contenu ont en effet<\/span> une proximit\u00e9 avec leur communaut\u00e9 <\/b>qui peut b\u00e9n\u00e9ficier aux marques, dont la communication para\u00eetra plus authentique.\u00a0<\/span><\/p>\n Mais les takeovers de compte, par exemple, permettent d\u2019<\/span>apporter un peu de fra\u00eecheur et de nouveaut\u00e9 <\/b>au contenu partag\u00e9 par les entreprises, et donc d’engager ses audiences.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Le marketing interactif est, par essence, un puissant g\u00e9n\u00e9rateur d\u2019engagement. En effet, sa raison d\u2019\u00eatre est d<\/span>\u2019inviter sa communaut\u00e9 \u00e0 interagir avec son contenu,<\/b> en int\u00e9grant par exemple des m\u00e9caniques de gamification (dans le cas des jeux concours ou des Playable Ads<\/a><\/span><\/span>)<\/span><\/span>. <\/span><\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Les campagnes d\u2019UGC<\/span><\/a><\/span><\/span> (qu\u2019elles soient sous forme de concours ou d\u2019un simple hashtag brand\u00e9) sont particuli\u00e8rement efficaces pour accroitre l’engagement de l’audience. Elles permettent aux marques d\u2019<\/span>encourager leurs clients \u00e0 partager du contenu<\/b> autour de leurs produits ou services.\u00a0<\/span><\/p>\n L\u2019UGC sera un excellent levier pour booster leur visibilit\u00e9,<\/span> renforcer l’appartenance \u00e0 la communaut\u00e9 de la marque<\/b> et convertir de nouveaux clients plus efficacement que les photos d\u2019un shooting professionnel. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Events (whether virtual or physical) are an integral part of brand community strategies. They allow brands to <\/span> create much stronger links with its customers<\/b> and therefore build loyalty. But they are also good conversion drivers (when they are organised to launch a new collection, for example) and engagement drivers (by inviting participants to share content around the event). <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Live shopping<\/span><\/a><\/span><\/span> is a highly effective form of interactive content for generating engagement and boosting conversion rates. Brands will <\/span> present their products in a more immersive way<\/b>and<\/strong> answer their customers’ questions live. Customers benefit from a personalised shopping experience without having to visit the shop. <\/span><\/p>\n It is also possible to integrate<\/span> interactive experiences such as surveys or games <\/b>into live shopping. These gamified formats will boost community engagement even further.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n La co-cr\u00e9ation est une autre forme de marketing interactif ultra puissante. Elle permet \u00e0 ses clients de<\/span> participer \u00e0 l\u2019\u00e9laboration d\u2019un nouveau produit ou service,<\/b> g\u00e9n\u00e9ralement sous la forme de sondage, puis <\/span>de vote<\/span><\/a><\/span><\/span> (pour \u00e9lire la meilleure id\u00e9e).\u00a0<\/span><\/p>\n Non seulement cette strat\u00e9gie permet de g\u00e9n\u00e9rer de l\u2019engagement. Mais c\u2019est aussi un excellent moyen d<\/span>\u2019activer les donn\u00e9es collect\u00e9es aupr\u00e8s de sa communaut\u00e9<\/b> pour cr\u00e9er des produits pour lesquelles les entreprises sont assur\u00e9es d\u2019avoir de la demande. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Content is engaging when it is authentic<\/b> and does not give its audience the impression that its sole aim is to encourage them to buy a brand’s products.<\/span> <\/p>\nEngaging your audience, yes: but why?<\/strong><\/h2>\n
The different objectives<\/strong><\/strong><\/h3>\n
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10 techniques for creating interactive and more engaging content <\/strong><\/h2>\n
1. Listen and respond to your subscribers<\/strong><\/h3>\n
2. Create exciting competitions<\/strong><\/h3>\n
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3. Launch a viral campaign with a content creator<\/strong><\/h3>\n
4. Capitalise on interactive advertising content<\/strong><\/h3>\n
5. Encourage the creation of UGCs<\/strong><\/h3>\n
6. Organising events<\/strong><\/h3>\n
7. Doing live shopping <\/strong><\/h3>\n
8. Use co-creation to engage your audiences<\/strong><\/h3>\n
9. Share relevant content<\/strong><\/h3>\n