Interactive Added Value

Open innovation

The term interactive added value refers to the increase of a company’s innovative potential through communicative networking with the environment. In so doing, a company will try to use the creative ideas and suggestions of an outside individual (observer) or institution to increase its own innovation potential. This takes place through the interactive incorporation of the environment (outside world) in the company’s value creation process.

interactive added value

Being Innovative in a Global World

Competition between companies is growing in today’s globalized world and many producers are not able to prepare the ground for their own innovative potential. Interactive added value enables them to fall back on the knowledge of outside individuals to improve their products. The outside individuals, who can pass their knowledge profitably, include suppliers who sell a specific product. Customers are also a significant source of innovation.

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Interactive Content

Whilst interactive conent isn’t a totally new concept it is ever evolving. It adds value to a company to show it can keep up with modern trends and also creates engagement needed to drive forwards. However, it’s gone past social media posts and being able to comment on blogs.

Why it Matters

In the past, companies would use basic content in a hope to reach their marketing goals. Today this approach is much more refined. This is where interactive content can also be so important. Therefore, this type of marketing content shouldn’t just be based solely in simple advertising. It needs to be sophisticated, relevant and attract the attention of the target audience with ease. Proactively answering questions can increase trust. Subsequently, interactive content moves on from simple posts with photos and engages the audience in a fun and energizing manner.


Interactive Reports: Long reports and lengthy documents may contain vital information but readers can become weary when reading long blocks of text. Making these reports interactive can keep readers and clients alike interested in what a company has to say and share. Using animation, clickable links, various fonts etc, it can become pleasant to view.

Interactive Quizzes: Quizzes are a big hit with many people. After all, who doesn’t enjoy learning something about themselves? Many companies utilize these quizzes to suggest products and services. The user will enjoy being led to this form of advertising via this process. This means they’re impressed right from the start!

Interactive Images and Graphics: Also known as infographics, this can again make a tedious or extensive section of information easier to consume. They can include clickable timelines, graphs that come to life when scrolling, and also photos that show content when hovering. These great tools draw people in and keep them interested.

Interactive Email: Email used to be an exciting new concept, people checking their inbox daily waiting to see who had got in touch. Today, it’s seen as an essential part of life for many and certainly for businesses. However, potential clients and consumers alike all know that email is no longer exciting. Using interactive content within emails grips the attention of the reader. This can include information pop ups, QR codes, embedded videos and more.

Online Examples

Online Magazines: Seen by some as outdated, due to the length of time they’ve been around. These online virtual magazine versions are still liked by many today. Oftentimes, it isn’t possible to get a physical copy of a catalogue or magazine. In this instance, a virtual or digital version often suffices.

Online Calculators: Used heavily by financial companies. This content can show a client or customer how a product works and how it also benefits them. Showing savings, how interest is caulculated or working how discounts, they all give instant answers. In today’s busy society this is a huge bonus.

In conclusion, this kind of content is only ever going to grow as marketing trends grow along with it. Competition to have excellent interactive content will increase all the time, especially as it adds so much value to a company. Newer content is coming to light such as VR and AR. Once these are in regular use they will, no doubt, showcase in the interactive content world.

How to Create Added Value

With so many formats, options, and technologies available, it can be hard to know where to start when it comes to adding value. Here are some vital aspects to consider before making any changes:

  • Know your audience
  • Before trying to attract or retain customers or clients you need to condsider things from their perspective. The desires of young, fashion-conscious, buyers will be extremely different to those seeking professional, financial advice. Consider how the content you want to add will benefit them.
  • Focus Satisfaction
  • Knowing your audience is one thing but keeping them happy is another. If customers don’t remain satisfied then a company will surely lose their business at some point. Interactive surveys embedded into emails can be a great way of checking if customers and clients are happy and gaining suggestions to improve satisfaction.
  • Market Trends
  • Keeping abreast of what trends and technologies are available is important to keep in line with competitors. The use of marketing models and tools will ensure products and services reach the right people. Develop a strong value and mission statement and be clear about what you can offer and how it will benefit potential customers.
  • Excellent Experiences
  • People who have a great experience when interacting with a company will likely tell others. This word of mouth sharing is great for business growth. Consider the whole process a customer or client has to go through and make sure they are treated well all the way through. Customer satisfaction is the main goal here. This adds value that they will remember for a long time to come.

    Other Interactive Innovations

    Along with the many examples above there are other concepts in the interactive world. In the same vein as customer service, chatbots are growing in popularity. When created they were often made for fun or to play games with. However, they are now often utilised to assist customers online. Often found via a small button in the corner of a website a chatbot can offer assistance. This not only saves time and money but it can assist the customer much faster than waiting in a queue to speak to someone.

    Idea generators are similar to quizzes but are often based on quite specific situations. A good example was a site where you could add what ingredients you had in the fridge and a meal idea was sent in return. This has been replaced by much more sophisticated bots and apps these days but there are still some sites out there that use this.

    UK optical company Specsavers offers a great interactive tool on their website. Customers can upload a photo of their face and try on new frames, this gives the buyer confidence when making such a purchase.

    Finally, giveaways are a good way to get customers to engage and share information. A simple game, quiz, or asking a few questions not only enters them into a competition but gains the company vital information.