Marketing Apps Idea Book Идеи для маркетинга приложений

1. ioninteractive.com
MARKETING
IDEA BOOK

2. Marketing Apps turn
interaction into business action.
Online marketing apps are highly engaging — taking visitors on
short, but effective, conversion-focused journeys. As an added
benefit, most of them also provide marketing with highly
valuable segmentation and sales enablement data that can
be leveraged within CRM and marketing automation platforms.
$
App-like digital experiences may take the form of a simple
segmenting wizard, a more involved profiling quiz, or even a
calculator or configurator. As you explore the ideas in this book,
try and align with the ones that best fit your strategy.
Marketing apps bring the richness and expectations of mobile
apps to web experiences. They engage with visitors at a much
more meaningful level than cookie-cutter websites and landing pages. So, get inspired to take your digital marketing to a
higher level. Get inspired to provide more value and to reap more
online leads and sales as a result.
© i-on interactive, inc. All rights reserved.
$
www.ioninteractive.com 1

3. Idea 1: Content Wizard
Content wizards let participants drill down to their favorite
content while they enable marketers to learn who’s on their site
and what interests those visitors have. Rather than showing
long list pages of white papers and webinars to wade through,
content wizards provide a more enjoyable and personal user
experience. And, as you associate the data collected to the lead
record, you can also tie that data back to the referrers that drive
the traffic. Then, it’s a much shorter distance to optimize for the
most qualified traffic.
Progression bar
1 2 3
Which HR topic would you
like content on?
Retaining
Talent
(HR Benefits)
1 2 3
RECRUITING TALENT
Which topics interest you
within recruiting?
International
Technical
Recruiting
Talent
Executive
RECRUITING EXECUTIVE TALENT
1 2 3
FREE White Paper
2014 Recruiting Trends
White
Paper
Get the FREE
White Paper
Name
Email
Download
short & sweet form to get the content
Testing ideas: Try varying the number of steps to see how increasing or reducing the pre-conversion steps
impacts conversion rate.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 2

4. Idea 2: Conversion Path
Conversion paths enable participants to take control of their
conversion experience by making one or more personal choices
that affect the pages and content they visit. At its most basic, a
conversion path lets a visitor self-segment into one of two buckets.
This choice is communicated via a click — not a form. The post-
choice page is then more specific to the visitor’s interest and more
likely to convert their initial engagement into conversion. And, conversion paths are mutually beneficial — giving marketers valuable
segmentation data tied to the resulting lead record and tied back
to the referring source of traffic.
Visual prominence
of incentive
FREE HR
White Paper
Learn New Ways to
Recruit Talent
White
Paper
Benefits that help
FREE
Retain Employees
FREE White Paper
Email
Company
FREE
FREE White Paper
Name
Recruiters:
White
Paper
Name
I NEED TO
RECRUIT
I NEED TO
RETAIN
White Paper
HR Professionals:
Email
Company
White Paper
self-segmentation
Testing ideas: Try testing different segment labels and calls-to-action to minimize bounce rate. Track those tests
to see how the various segment labels affect conversion.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 3

5. Idea 3: Quiz
Quizzes are a great way to engage and educate participants — giving them valuable insights and advice, while marketers get highvalue visitor profiling and segmentation data. You can then use
that data to drive targeted marketing automation programs and
to surface warmer leads to sales with pre-fab insight into pains.
For quizzes to work well, they must offer valuable information.
For example, asking visitors multiple-choice questions in an
assessment and subsequently giving participants written
recommendations based upon their answers.
Your Score:
L ANDING PAGE QUIZ
1 2 3 4
Question 1:
Not so good
So-so
Great!
1 2 3 4
Needs Improvement!
How strong is the message match
between your ad & your landing page?
simplified
choices
18
L ANDING PAGE QUIZ
recommendations
based on score results
Below are ways to improve
your pages based on the
answers to the quiz.
Get Results
via Email
package
results
Name
Email
LP
Company
Get Results
Testing ideas: Try requiring sign-up before taking the quiz, versus before getting the recommendations,
versus only if you want to receive the recommendations via email. Another idea is to experiment with the
number of questions and/or answers to optimize for completion and conversion.
See it in action: Take our quiz now http://ioninteractive.com/score
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 4

6. Idea 4: Calculator
Most organizations have something that can be calculated
using an engaging app-like experience. The most obvious
example is pricing. Price ‘ball parking’ lets you price-qualify leads without giving them personal pricing. It uses some
basic axis upon which to assess and offer a price range or ball
park. This provides the immediate gratification that B2B buyers
crave while allowing sales to continue to build value prior to
delivering a specific price quote.
dynamic price range based off answer
Your Approx. Price is
Estimate your price
$1,295 — $1,895
How many unique visitors
do you drive to your landing
pages each month?
per
month
Request a Proposal
Get Instant Estimate
Enter Amount
Estimate
prominent, simple form
1 2
1 2
Email
Job Role
Company
Get Proposal
RF P incentive for more detailed pricing
Testing ideas: Try varying price ranges as well as varied propositions on the conversion form
— for example: contact sales; versus request for proposal; versus get your price, etc.
See it in action: Check out ion’s pricing calculator http://ioninteractive.com/request-pricing
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 5

7. Idea 5: Configurator
Configurators are specific types of wizards that allow
participants to assemble or package products and/or services.
By answering a series of self-evaluation questions, they can be
presented with a more targeted and specific offering. This
provides a valuable service to the visitor while providing
marketing with even more valuable packaging data on what
1 2 3
NUMBER OF EMPLOYEES
Step 1: How many employees
do you have?
Number of
employees in
your company:
visitors need and want. This insight can be used in marketing
automation programs as well as in personal selling to cater messages and offers. This makes sales and marketing smarter, more
likely to satisfy visitor expectations, and more likely to convert
traffic into business.
RFP Lightbox with content
based on answers & selections
1 2 3
RECRUITING EMPLOYEES
Step 2: How many will you
recruit in the next 12 months?
Number of
employees you
will be recruiting:
# of Employess
Next
Step 3: Select the type of
package best fits your needs?
Initiate engagement
with a basic question
Request a
Proposal
For a “Do it Yourself” Plan
for 50 Employees
Name
Do it Yourself
Select
We help
Select
We do it all
Select
Email
Company
# of Recruits
Start
1 2 3
SELECT YOUR PACKAGE
Phone
Contact Sales
Include features & benefits
to distinguish package choices
Testing ideas: Experiment with the number of steps and the specificity of framing questions. There is often
reluctance to divulge information deemed too personal or specific, so experimenting with varying degrees of
specificity can reveal the sweet spots at which information gathering and conversion optimization are in alignment.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 6

8. Idea 6: Game
Games are entertaining ways to engage, educate and convert
prospects. For example, ’Guess which’ games are great followon uses of survey data. Rather than answering survey questions for themselves, participants guess which answer was most
popular amongst their peers (think Family Feud “survey said…”).
In answering, they are exposed to shared pains, problems
and solutions that drive demand. Simple guessing games provide
another way to communicate strategically compelling information
— for example, guessing how much time is saved on average by
users of a solution — and tying that back to real research.
You are
Correct!
The Game of HR
The answer is:
503 corporate recruiters
were asked what their
greatest challenge was...
B
Which do you think it was?
A Compensation
Package
B
D
Work
Environment
Survey results reveal that
benefits play the most
challenging role in the
recruiting process.
Benefits
Package
C Relocation
Benefits Package
playful and engaging layout
Do
Download
the FREE
Report
Rep
Na
Name
Em
Email
Co
Company
Learn all the answers
in this FREE report
Download
directional cue to upsell full report
Testing ideas: Game incentives are great to experiment with. Try monetary incentives, versus social recognition,
versus an asset offer to stimulate engagement and conversion. Also, test different conversion points — pre-game
versus post-game — to see which delivers the most conversions.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 7

9. Idea 7: Contest
Knowledge-driven contests engage participants by incentivizing
them to compete. Aligning the contest with marketing propositions — either by exposing pains or solutions within the content
of the contest — involves and educates participants. The flow
of competitive answers from participants can be associated with
their profiles and then used for sales messaging and marketing
segmentation. Contests can be valuable sources of engagement
and data from highly qualified prospects.
data for marketing automation & sales enablement
Win $500
Question 1:
What is the #1 benefit
to attract new talent?
Test your recruiting
knowledge and you
could win $500!
A Health Care
Enter to win now!
Email
Company
Enter Contest
B Retirement
Job Role
short, concise form
1 2 3 4
Enter all the questions
correctly and you could
win $500!
C Wellness Program
data can be passed into CRM
Testing ideas: Try testing various incentives — cash, gift cards, promotional offers, bragging rights, social
prominence — to determine which incentives attract the most qualified participants. Also, try varying the level of
difficulty to see if ‘easier’ or ‘harder’ attracts and converts more of the right participants.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 8

10. Idea 8: Voting
Voting for preferences can be an easy-to-tap motive for visitors. Extending the experience to show how the visitor’s vote
compared to the votes of others can further deepen interest
and desire. When marketers design the alternatives between
which visitors are being asked to vote so they have meaningful
tie-ins to marketing strategy and selling propositions, the
engagement in voting becomes engagement in the brand. And
when the reveal of all votes shows shared pain that can be solved
by the brand, engagement can turn into persuasion. While it can
be difficult to use a voting app for lead-gen, they are often used
to collect data that can be used in sales enablement or as fodder
for other apps.
The results:
D
Employee Referrals
Vote Now:
25%
12.5%
Vote for the most
effective source of
applicants:
12.5%
A Online
Headhunting
B
D
Employee
Referrals
A
C
D
choices tie in to company services
Get the
FREE
Report
Name
Email
Industry
Specific Ads
C LinkedIn Ads
50%
B
Company
Enter to win a year
of FREE HR Software
FREE Report
multiple selling propositions
Testing ideas: It’s unlikely that experimentation with gating the actual voting with a form will have a successful
outcome. What may have a more successful conversion outcome could be gating the reveal of the population’s vote
or combining your poll with a monetary or other type of incentive.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 9

11. Idea 9: Survey
Surveys in a marketing context can be more persuasive than
ordinary research surveys. When a survey is strategically
designed to focus on pains that can be relieved by the brand
behind it, the survey can become an engaging and educational marketing vehicle. Surveys that subsequently compare the
participant’s responses to those of their peer group provide
valuable benchmarks that establish the participant’s pain relative
to others. The data gathered from an app-like marketing survey
can provide rich sales enablement and marketing automation
insight into pains and segmentation.
strategic questions
HR Survey
We’re surveying HR
Professionals about
recent trends
HR Survey
Start the
We’re Survey
We’re surveying HR
ProfessionalsFREE Report
Profes Get the about
f
recent at the end of the survey
recen trends
e
HR SURVEY
1 2 3 4 5
Question 1
Which of the following
trends will have the greatest
impact on HR next year?
Name
Takes 5 minutes
Receive the HR Practices
Research Report
Get Started
Email
Takes 5 minutes
utes
e
Receive
ctic
ces
Company the HR Practices
Research Report
Begin Survey
lightbox gate added before the survey
Get Started
Offshore Outsourcing
Healthcare Reform
Tax Incentives
Equal Opportunity Act Changes
Unemployment
Repurcussions
Next
answers identify pain points
Testing ideas: If the goal is lead-gen, try gating the survey at various points: pre-survey and pre-benchmark
are two good places to start. If the survey is for sales enablement, try testing a guided (by a sales rep) version
against an unguided version — and experiment with delivery of the benchmarking — email versus in-browser.
© i-on interactive, inc. All rights reserved.
www.ioninteractive.com 10

12. More leads. More branding.
More revenue.
Fast, Easy, App-like Digital Experiences from ion
ion is a marketing platform used by hundreds of global brands and
agencies to create and test app-like digital experiences that generate
leads, enhance brands, and drive revenue.
✔ Create engaging app-like experiences in minutes
✔ Pass segmentation and sales enablement data in and out
✔ Test and auto-optimize alternative app-like experiences
✔ Save time, money and resources
According to TechValidate: 73% of our customers double their
conversions. 90% get positive ROI. And 95% would recommend us.
Join them. Replace your landing pages with ion.
90%
Positive ROI
ioninteractive.com
73%
Double
Results
95%
Would
Recommend
Digital Marketing Software & Services
meet.ioninteractive.com/getstarted or Call 1.888.ion.idea (466.4332) or +1.561.235.7474 outside the US