4 Ways Interactive Data Visualization Enhances Digital Marketing

March 28, 2015

8:00 pm

Marketing techniques are often loud, annoying, and in your face. It’s gotten to the point where most consumers simply ignore these techniques, forcing marketers to come up with new ploys to entice customers. A new and exciting trend in digital marketing that consumers love is interactive data visualizations.

These infographics offer more than a simple combination of words and visuals. They’re specific chunks of content on your website that ask for a little bit of consumer time in exchange for a mildly entertaining ride. This new trend in data visualization is sweeping the web, and it’s no wonder why.

Though these new visualizations, often called webgraphics, require more time and resources, they provide an interactive, educational experience for their users, driving more traffic and encouraging conversions. Here are a few of the most prominent ways interactive infographics are enhancing online marketing strategies across the board.

A Break from Data Dump

The purpose of an infographic is to simplify the delivery of information to allow the user’s brain to process it better. A simple, 2-D infographic works well most of the time, but if you have a lot of data to share within a single visual, the result is an unstructured data dump that isn’t helpful for the user.

Many interactive infographics make it possible to show off information without overwhelming the reader. For example, this infographic from Ticketbis effectively displays 3 years of data in one piece of content. Their infographic allows you to move around the page, clicking in and out of different years, while still taking in a lot of information. This delivery is much easier for the brain to process than the alternative; a traditional 2-D timeline.

Data Becomes Engaging

Through animations and clever transitions, users can enjoy a visually stimulating learning experience at their convenience. Interactive infographics generally include directional elements users can use to navigate the data to find the information most relevant to them.

Though traditional infographics had their run as the most engaging way to share information, users are ready to move to the next level in data sharing with animations, clickable links, and relevant information they can literally connect with.

More Shareable Content

Data visualizations have always covered more social media ground than textual content, but interactive data visualizations are reaching even further. The main goal in current SEO strategies is to create content that will reach as many people as possible, and interactive infographics have proven more shareable than any other data visuals. Any time an infographic is shared and clicked on, it draws attention to your URL, which can later be used to turn your visitors into customers.

In your interactive infographics, boost sharing capabilities by placing buttons at the bottom of the image that make it easy to share to Facebook, Twitter, Pinterest, and LinkedIn.

Increases Visiting Time on Site

A large part of SEO best practices is getting users to visit your page for longer than a few seconds. Google’s algorithm keeps track of the amount of time a user spends on the page, and if it’s less than 20 seconds, the search engine will assume a user didn’t find what they were looking for and it will hurt that website’s rankings.

Interactive infographics increase the time a consumer spends on a website exponentially. Reading an interactive data visualization takes much longer than it takes to look at a simple infographic, not to mention users want to stay longer on the website, which is really the ultimate goal in SEO.

The world of flat infographics is slowing dying, paving the way for a brighter future of infographics that users want to spend time with. Designers and marketers across the web will do well to integrate some of these interactive data visualizations into their digital marketing strategies.

 

Image credit: Flickr/Jer Thorp

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Drew Hendricks is a professional business and startup blogger that writes for a variety of sites including The Huffington Post, Forbes and Technorati. Drew has worked at a variety of different startups as well as large advertising agencies.

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