How interactive is your site today? Probably not good enough.
This is actually really important – because companies – not the media – are the new publishers. And the reader/customer/prospect brings a whole load of baggage and expectations about the customizable experience, and what they ‘should’ be able to discover online.
Thinking interactively probably means rethinking – and redesigning – your site.
Making something really, truly interactive is a lot harder than just plugging in a video. It means thinking about every bit of content – and understanding what the user would do, wants to do, might do – if the tools were there.
Check out this example from yesterday – to see why vendors are the leaders here, and the media is still following. The gist is that savvy politicians are still winning the vote by getting people to the polls. It’s a dreary, dogged business, but it works. (See: Obama. Kennedy. Daily. Tammany.)
So I read the story – and wondered if I knew where to go this year. Had my polling place changed? What a natural opportunity to click through to get the info – to a state agency, or the League of Women Voters –and for those organizations to run an online survey that maps voter inclination to polling districts.
But what did they have: Nada. Not a single click-through. Another opportunity missed.
OK, so that’s politics. But there’s a natural – and fast-moving – connection to corporate sites. Because we’re all selling something, and we’re all in the business of giving information, and driving action. How many opportunities are we missing to make it the kind of interactive customer experience we know – as consumers – that we want?
In my book, this needs to be a big priority for marketers in 2012. Right up there with sales. Because it is sales.