More Related Content Similar to Marketing Apps: How To Turn Interaction into Business Action (20) More from ion interactive (20) Marketing Apps: How To Turn Interaction into Business Action2. 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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