Marketing Apps: How To Turn Interaction into Business Action

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What the heck is a marketing app? Marketing apps turn static content into engaging, app-like digital experiences that are not only useful, but valuable!

Learn how to:
- Engage your visitors with unique app-like experiences
- Bring the richness & expectations of mobile apps to web experiences
- Collect highly valuable segmentation & sales enablement data
- Use wizards, conversion paths, configurators and other app-like digital experiences to drive engagement, leads & sales

Lots of real-world examples and inspiration!

Published in: Business, Technology

Marketing Apps: How To Turn Interaction into Business Action

  1. Turning Interaction into Business Action © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  2. 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
  3. What In The Heck Is A Marketing App? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. 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
  5. 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
  6. 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
  7. 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
  8. Youtility transforms content into something useful, memorable & valuable Marketing apps are useful, memorable & valuable © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  9. The content marketing problem © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. The content marketing solution: More interactive & useful content ! ! #11 ! ! Richer content experiences ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. 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
  12. 9 Ideas for effective marketing apps © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  13. Idea #1: Calculator © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  14. Dell’s ROI Calculator estimates potential ROI © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. Takes you through six steps to help determine savings © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  16. Captures contact information on final step © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  17. Generates a comprehensive ROI report that can be saved or printed © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  18. H&R Block provides a tax return calculator & estimator © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  19. Gives advice for tax savings Provides office locator © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. ion’s calculator allows for easy estimation of pricing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. The option to request custom pricing is also available to request custom pricing is also available The option © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  22. AARP provides a calculator for comparing health plans and finding potential savings © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  23. 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
  24. Idea #2: Configurator © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  25. BlueCross BlueShield of Georgia provides health plans based on number of employees © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. Gives health plan options for companies with less than 50 employees © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  27. AT&T data calculator lets you estimate monthly usage, then recommends a plan © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  28. 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
  29. Then, you gives you options for wallets based on folded or flat bills… <- Scroll over for product details, or purchase now! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  30. Visitors expect a highly personalized configurator experience when researching and shopping for vehicles © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  31. 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
  32. Idea #3: Conversion Path © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  33. Ford uses highly visual “segmentation” options © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. Each choice is “paid off” on the subsequent page © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  35. Three clicks get you where you need to be © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  36. Iron Mountain gives “need” based segmentation options to bucket visitors into targeted offer pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  37. FrontPoint Security takes visitors through a 4-step conversion path… © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  38. To help determine security needs & request a quote © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  39. Includes a qualification question © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  40. And asks to exchange some basic information for a cost estimate & coupon © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  41. ion allows brands and agencies to ‘choose a path’ to the 
 50 Landing Page Best Practices Guide © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  42. 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
  43. Idea #4: Content Wizard © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  44. Phoenix Children’s Injury Prevention Center configures car seat recommendations through a Q&A web app © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  45. Asks several questions in order to customize the output © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  46. Then, provides video, images, and content relevant to the unique car seat needs © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  47. Smart Insights’ ‘health check’ tool assesses the health of your digital marketing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  48. Then, gives advice & content recommendations based on answers © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  49. The San Francisco Dept. of Emergency Management quizzes visitors on earthquake preparedness © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  50. Choose your location! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  51. Provides helpful safety tips, based on answers © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  52. 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
  53. Idea #5: Quiz/Assessment © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  54. ion’s ‘Post-click Assessment’ gives guidance on building a successful post-click program © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  55. Visitors are taken through a Q&A session © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  56. Score, with recommendations are given…results can be sent via email © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  57. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  58. 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
  59. Idea #6: Survey © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  60. toyotasurvey.ca © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  61. 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
  62. 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
  63. Idea #7: Contest © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  64. Marin Software challenges “search geeks” to a timed quiz © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  65. Winners awarded various levels of prizes © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  66. 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
  67. Idea #8: Voting © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  68. Cintas’ hosts a yearly America’s Best Bathroom Contest… and promotes via a beautiful microsite © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  69. IDWholesale designed a lanyard design contest, allowing visitors to vote on their favorite entries © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  70. 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
  71. Idea #9: Game © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  72. 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
  73. CramerSweeney tests your “brand IQ” using game show style quiz © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  74. 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
  75. Calculators Configurators Content Wizards Games Quizzes Surveys Voting Conversion Paths Contests ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  76. ! 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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