Marketing Apps: How To Turn Interaction into Business Action

What’s Inside? • Marketing apps: what & why • 9 Ideas for effective marketing apps • Lots of examples & inspiration • Get the Marketing Apps Idea Book at: http://www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Marketing apps leverage usefulness to turn static content into applications that engage & convert Think: interactive, browser-based digital experiences © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Why Marketing Apps Rock • Highly engaging for visitors • Bring the interactions of mobile apps to browser-based experiences • Can be conversion-focused • Provide highly valuable segmentation & sales enablement data • Makes marketing useful, leveraging “Youtility” © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Two marketing trends support your move to marketing apps: 1. Youtility — people want useful things 2. The rise of content overload — people want content “snacks” © i-on interactive, inc. All rights reserved • www.ioninteractive.com

If you sell something, you make a customer today; if you help someone, you make a customer for life. -Jay Baer Smart marketing is about help, not hype Marketing apps like calculators, price estimators & quizzes are helpful! © i-on interactive, inc. All rights reserved • www.ioninteractive.com

A great example of Youtility… Moz’s 12-chapter ebook is delivered within a single web page ! Clickable chapters allow for easy navigation to relevant topics <- Nice up sell! © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Calculators • • • • • • Typically multi-step Used for estimation, pricing, calculation of savings, etc. Values can be adjusted to see different outcomes Results can/should be made available to save, print or email for easy reference Highly useful for B2B and B2C alike Valuable resource for customers © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Bellroy uses an interactive wallet slider to compare their “slim” wallets to traditional wallets <- Love the use of the content rotator to showcase product beneﬁts © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Configurators • • • • • • Typically multi-step, very “hands on” May also be referred to as a ‘wizard’ Allow for assembly or packaging of products or services Displays a customized output for every individual Valuable resource for customers Can be a competitive advantage for both B2B & B2C © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Conversion Paths • • • • • • Typically highly visual & clickable Users segment themselves into buckets Targeted content can then be presented for each segment Segments should be mutually exclusive Choice should be “easy” Provide valuable data to sales & marketing, without asking for it outright © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Content Wizards • • • • • Typically multi-step & highly interactive Used for for customization of content, using criteria or filters Helps with “content overload” — providing a more enjoyable & personal user experience Provides highly valuable information — advice, recommendations, tips — to visitors based on their selections Highly valuable for both B2B & B2C © i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Quizzes/Assessments • • • • • • Highly engaging & entertaining Typically multi-page/multi-choice Can be used to educate visitors — giving valuable insights, advice & recommendations Responses can be used to surface warm leads Data can be used to drive targeted marketing campaigns Highly valuable for B2B & B2C © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Commission Junction uses an ‘advertiser application’ to encourage membership sign up Provides plenty of options to learn more or get started © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Surveys • • • • • • Typically research-focused However, in marketing context can be more persuasive Strategically designed to capture information/data that is unknown to marketing Provides marketing with benchmarks Provides sales enablement data & marketing automation insight into segmentation Can be combined with an incentive to encourage participation © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Contests • • • • • • Highly engaging & fun Prizes or “cred” typically used to incentivize competition Designed to engage & deepen interest in a product or brand Great for social or viral campaigns Should be “shareable” — including links to Tweet, Like & Share Can be used to collect data used in marketing & sales enablement © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Voting • • • • • Typically highly visual & clickable Designed to engage & deepen interest in a product or brand Great for social or viral campaigns Should be “shareable” — including links to Tweet, Like & Share Can be used to collect data used in marketing & sales enablement © i-on interactive, inc. All rights reserved • www.ioninteractive.com

IBM’s CityOne game is targeted at business leaders, city planners, and government agencies ! The game allows players to react to a variety of crises and see how their decisions affect outcomes © i-on interactive, inc. All rights reserved • www.ioninteractive.com

Characteristics Of Games • • • • • Highly engaging & fun Used to educate & entertain Helps drive community & brand loyalty Many involve rewards, prizes or incentives Can be highly valuable for both B2B & B2C © i-on interactive, inc. All rights reserved • www.ioninteractive.com

! Easily create & test app-like digital experiences with ion. ! www.ioninteractive.com  @ioninteractive info@ioninteractive.com ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com

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