marketing apps: how to turn interaction into business action
Post on 17-Oct-2014
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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!TRANSCRIPT
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Turning Interaction into Business Action
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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
What In The Heck Is A Marketing
App?
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© 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
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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”
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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”
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If you sell something, you make a customer today; if you help someone, you make a customer for life. -Jay Baer
Marketing apps like calculators, price estimators & quizzes are helpful!Smart marketing is about help, not hype
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Youtility transforms content into something useful, memorable & valuable
Marketing apps are useful, memorable & valuable
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The content marketing problem
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More interactive & useful content
The content marketing solution:
Richer content experiences#11
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Moz’s 12-chapter ebook is delivered within a single web page!Clickable chapters allow for easy navigation to relevant topics
<- Nice up sell!
A great example of Youtility…
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9 Ideas for effective marketing apps
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Idea #1: Calculator
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Dell’s ROI Calculator estimates potential
ROI
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Takes you through six
steps to help
determine savings
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Captures contact
information on final step
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Generates a comprehensive ROI report that can be saved or printed
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H&R Block provides a tax return calculator & estimator
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Gives advice for tax savings
Provides office locator
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ion’s calculator allows for easy estimation of pricing
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The option to request custom pricing is also available The option to request custom pricing is also available
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AARP provides a calculator for comparing health plans and finding potential savings
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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
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Idea #2: Configurator
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BlueCross BlueShield of Georgia provides health plans based on number of employees
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Gives health plan options for companies with less than 50 employees
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AT&T data calculator lets you estimate monthly usage, then recommends a plan
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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
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Then, you gives you options for wallets based on folded or flat bills…
<- Scroll over for product details, or purchase now!
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Visitors expect a highly personalized configurator experience when researching and shopping for vehicles
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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
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Idea #3: Conversion Path
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Ford uses highly visual “segmentation” options
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Each choice is “paid off” on the subsequent page
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Three clicks get you where you need to be
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Iron Mountain gives “need” based segmentation options to bucket visitors into targeted offer pages
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FrontPoint Security takes visitors through a 4-step conversion path…
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To help determine security needs & request a quote
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Includes a qualification question
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And asks to exchange some basic information for a cost estimate & coupon
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ion allows brands and agencies to ‘choose a path’ to the 50 Landing Page Best Practices Guide
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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
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Idea #4: Content Wizard
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Phoenix Children’s Injury Prevention Center configures car seat recommendations through a Q&A web app
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Asks several questions in order to customize the output
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Then, provides video, images, and content relevant to the unique car seat needs
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Smart Insights’ ‘health check’ tool assesses the health of your digital marketing
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Then, gives advice & content recommendations based on answers
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The San Francisco Dept. of Emergency Management quizzes visitors on earthquake preparedness
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Choose your location!
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Provides helpful safety tips, based on answers
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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
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Idea #5: Quiz/Assessment
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ion’s ‘Post-click Assessment’ gives guidance on building a successful post-click program
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Visitors are taken through a Q&A session
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Score, with recommendations are given…results can be sent via email
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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
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Idea #6: Survey
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toyotasurvey.ca
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Commission Junction uses an ‘advertiser application’ to encourage membership sign up
Provides plenty of options to learn more or get started
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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
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Idea #7: Contest
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Marin Software challenges “search geeks” to a timed quiz
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Winners awarded various levels of prizes
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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
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Idea #8: Voting
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Cintas’ hosts a yearly America’s Best Bathroom Contest…and promotes via a beautiful microsite
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IDWholesale designed a lanyard design contest, allowing visitors to vote on their favorite entries
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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
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Idea #9: Game
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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
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CramerSweeney tests your “brand IQ” using game show style quiz
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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
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Calculators Configurators
Content Wizards Games Quizzes Surveys Voting
Conversion Paths Contests
!
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Easily create & test app-like digital experiences with ion. !
www.ioninteractive.com @ioninteractive [email protected] !