The document discusses innovative marketing strategies for enhancing user engagement through applications that mimic mobile experiences on web platforms. It outlines various ideas including content wizards, conversion paths, quizzes, and games, which help capture valuable data about visitors while providing tailored experiences that can improve conversion rates. Overall, these strategies aim to turn user interactions into actionable business insights and improved marketing efficiency.

1. MARKETING
How to turn interaction into business action
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. Most provide highly valuable
segmentation and sales enablement data that can be leveraged within CRM and marketing automation platforms.
Idea 1: Content Wizard
Progression bar
1 2 3
1 2 3
RECRUITING TALENT
Which HR topic would you
like content on?
Which topics interest you
within recruiting?
Retaining
Talent
(HR Benefits)
FREE White Paper
2014 Recruiting Trends
International
Get the FREE
White Paper
White
Paper
Name
Technical
Recruiting
Talent
1 2 3
RECRUITING EXECUTIVE TALENT
Email
Download
Executive
short & sweet form to get the content
Rather than showing long list pages of white papers and webinars to wade through, content wizards let
participants drill down to their favorite content and 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.
Idea 2: Conversion Path
Visual prominence
of incentive
FREE HR
White Paper
Learn New Ways to
White
Paper
Recruit Talent
Benefits that help
FREE
Retain Employees
FREE White Paper
FREE
FREE White Paper
Name
Name
I NEED TO
Email
Recruiters:
White
Paper
I NEED TO
RECRUIT
Company
RETAIN
Email
HR Professionals:
Company
White Paper
White Paper
self-segmentation
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. 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.
Idea 3: Quiz
recommendations
based on score results
Your Score:
18
1 2 3 4
L A N D I N G PAGE QUI Z
1 2 3 4
L ANDING PAGE Q UIZ
Question 1:
Needs Improvement!
How strong is the message match
between your ad & your landing page?
Get Results
via Email
Below are ways to improve
your pages based on the
answers to the quiz.
simplified
choices
package
results
Name
Not so good
Email
So-so
AD
Company
LP
Get Results
Great!
Quizzes are a great way to engage and educate participants — giving them valuable insights and advice,
while marketers get high-value 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.
Idea 4: Calculator
dynamic price range based off answer
Your Approx. Price is
Estimate your price
per
month
$1,295 — $1,895
How many unique visitors
do you drive to your landing
pages each month?
✓
✓
✓
✓
Request a Proposal
Get Instant Estimate
1 2
Email
prominent, simple form
Job Role
Company
Estimate
Enter Amount
1 2
Get Proposal
RF P incentive for more detailed pricing
Price ‘ball parking’ lets you price-qualify leads without giving them personal pricing. It uses some basic axes
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.
Idea 5: Configurator
RFP Lightbox with content
based on answers & selections
1 2 3
NUMBER OF EMPLOYEES
1 2 3
RECRUITING EMPLOYEES
Step 1: How many employees
do you have?
Step 3: Select the type of
package best fits your needs?
Step 2: How many will you
recruit in the next 12 months?
Number of
employees in
your company:
We help
Select
We do it all
Next
Select
Select
Email
Company
Phone
# of Recruits
Start
For a “Do it Yourself” Plan
for 50 Employees
Name
Do it Yourself
Number of
employees you
will be recruiting:
# of Employess
Request a
Proposal
1 2 3
SELECT YOUR PACKAGE
Initiate engagement
with a basic question
Contact Sales
Include features & benefits
to distinguish package choices
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.
Idea 6: Game
You are
Correct!
The Game of HR
The answer is:
503 corporate recruiters
were asked what their
greatest challenge was...
Download
the FREE
Report
Benefits Package
B
Survey results reveal that
benefits play the most
challenging role in the
recruiting process.
Which do you think it was?
A Compensation
Package
B
D
Work
Environment
Email
Benefits
Package
C Relocation
Name
Company
Download
Learn all the answers
in this FREE report
playful and engaging layout
directional cue to upsell full report
Games are entertaining ways to engage, educate and convert prospects. In answering, participants 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.
Idea 7: Contest
data for marketing automation & sales enablement
Win $500
Question 1:
1 2 3 4
What is the #1 best benefit
to attract new talent?
Test your recruiting
knowledge and you
could win $500!
A Health Care
Enter to win now!
B Retirement
Email
Job Role
Company
Enter Contest
Enter all the questions
correctly and you could
win $500!
short, concise form
C Wellness Program
data can be passed into CRM
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. Contests can be valuable sources of engagement and data from
highly qualified prospects.
Idea 8: Voting
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
D
Name
Email
Industry
Specific Ads
C LinkedIn Ads
A
C
Get the
FREE
Report
50%
B
Employee
Refferals
Company
FREE Report
Enter to win a year
of FREE HR Software
multiple selling propositions
choices tie in to company services
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.
Idea 9: Survey
strategic questions
HR Survey
We’re surveying HR
Professionals about
recent trends
HR Survey
Start the
Survey
We’re surveying HR
Get the about
ProfessionalsFREE Report
recent at the end of the survey
trends
1 2 3 4 5
HR SURVEY
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
Offshore Outsourcing
Healthcare Reform
Tax Incentives
Equal Opportunity Act Changes
Unemployment
Repurcussions
Next
Email
Takes 5 minutes
Receive
Company the HR Practices
Research Report
Begin Survey
Get Started
lightbox gate added before the survey
answers identify pain points
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.
More leads. More branding.
More revenue.
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.
Call 1.888.ion.idea (466.4332) or +1.561.394.9484
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Results
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