Adams & Knight Marketing Blog

Why interactive design is a marketing must-have


If you’re a marketer, you already understand why interactive content is twice as likely to engage a visitor as static content. It enhances points along the customer journey with experiential branding. With technology always moving forward, it’s important to keep tabs on the trends. Here are three best practices to get your brand’s current interactive design up to speed this year, and three ways to stay ahead.

“Digital trends are reflective of emergent tech and people’s evolving needs. We’ve seen some really interesting use cases for our clients that make integrating new tech very exciting.” says Eric Truntz, Chief Technology Officer at Adams & Knight.

On the podcast What’s the Big Idea about Interactive Trends? Eric and his team dissect what makes brands technically stand out today. Here are key takeaways.

3 ways to keep up.

If you’re already assessing your brand’s platforms on a regular basis, great. Be sure to include these in your review to stay current.

  1. Clean up outdated websites. User attention is fickle and should be cherished, so make the user experience something to talk about. Look for opportunities to improve load speeds; question whether aggressive pop-ups are really working before pushing people away from your content; and importantly, is that content up to date? Chances are that anything written years ago is no longer timely – update or get rid of those pages. Keeping your brand’s site current ensures you don’t detract from the messaging.

  2. Design for standardized browsers. There used to be a lot of variances between browsers and what capabilities they had. Today you can count on more standardization, meaning Google and Firefox users alike can appreciate the cool features you build, extending your audience. Designing for both dark mode and light mode is a good way forward for example.   

  3. Assess new analytics tools. Leveraging customer data for a competitive edge is crucial but it’s no longer about having all the data. Rather knowing what data to look at gives you power. With Google’s switch to GA4 poised to leave a gap in previously available insights, now is the time to consider what key metrics are going to drive success for you and find programs that suit your needs.

3 ways to stay ahead.

Knowing these three tips can give an advantage when creating interactive content for your brand.

  1. Design for mobile accessibility. Developers have been designing for mobile responsiveness for years, but there’s more to consider. Phones are getting bigger and bigger, and your thumb only goes so far. Make sure the key navigational points on a phone are reachable to users. More and more brands are paying attention to these types of details, and you should too. 

  2. Use Artificial Intelligence as a launchpad but remain creative. Access to popular AI programs threatens a sea of sameness because they pull from the similar available data and online information. This is placing increased value on quirkiness in branding and website development.  AI is a great starting point for efficiency, though brands must balance inquiry results with personality and humanity to deliver the most creative results.

  3. Get to know Progressive Web Apps. Consider PWAs as an enhancement to or extension of your brand’s website. They are web applications that implement behaviors using device-specific features like location and cameras. Brands using PWAs are creating mobile and desktop experiences triggered by geolocation resulting in augmented reality, engaging exhibits, and interactive maps. Benefits of PWAs include low development and maintenance efforts, and the opportunity to nurture the customer journey with data acquisition, push notifications and access to device features when offline.

Hear our in-house interactive team further explore this on What’s the Big Idea About Interactive Trends? and connect with us to learn how we can help make your brand technically stand out.

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