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ioninteractive.com MARK E TING IDEA BOOK

Marketing apps - turn interaction into business action

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Online marketing apps are highly engaging — taking visitors on short, but effective, conversion-focused journeys. As an added benefit, most of them also provide marketing with highly valuable segmentation and sales enablement data that can be leveraged within CRM and marketing automation platforms. App-like digital experiences may take the form of a simple segmenting wizard, a more involved profiling quiz, or even a calculator or configurator. As you explore the ideas in this book, try and align with the ones that best fit your strategy. 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. So,get inspired to take your digital marketing to a higher level. Get inspired to provide more value and to reap more online leads and sales as a result.

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Page 1: Marketing apps - turn interaction into business action

ioninteractive.com

MARKETING

IDEA BOOK

Page 2: Marketing apps - turn interaction into business action

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

Online marketing apps are highly engaging — taking visitors on short, but effective, conversion-focused journeys. As an added benefit, most of them also provide marketing with highly valuable segmentation and sales enablement data that can be leveraged within CRM and marketing automation platforms.

App-like digital experiences may take the form of a simple segmenting wizard, a more involved profiling quiz, or even a calculator or configurator. As you explore the ideas in this book, try and align with the ones that best fit your strategy.

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 land-ing pages. So, get inspired to take your digital marketing to a higher level. Get inspired to provide more value and to reap more online leads and sales as a result.

1

Marketing Apps turn interaction into business action.

$

$

Page 3: Marketing apps - turn interaction into business action

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

Idea 1: Content WizardContent wizards let participants drill down to their favorite content while they enable marketers to learn who’s on their site and what interests those visitors have. Rather than showing long list pages of white papers and webinars to wade through, content wizards 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. Then, it’s a much shorter distance to optimize for the most qualified traffic.

2

Testing ideas: Try varying the number of steps to see how increasing or reducing the pre-conversion steps impacts conversion rate.

Which HR topic would you like content on?

Recruiting Talent

Retaining Talent (HR Benefits)

1 2 3

Which topics interest youwithin recruiting?

International

Technical

Executive

1 2 3

FREE White Paper

1 2 3

Get the FREEWhite Paper

Email

2014 Recruiting Trends

Download

White Paper

Name

short & sweet form to get the content

Progression bar

RECRUITING TALENT RECRUITING EXECUTIVE TALENT

Page 4: Marketing apps - turn interaction into business action

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Idea 2: Conversion PathConversion paths enable participants to take control of their conversion experience by making one or more personal choices that affect the pages and content they visit. At its most basic, 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. And, con-version paths are mutually beneficial — giving marketers valuable segmentation data tied to the resulting lead record and tied back to the referring source of traffic.

3

Testing ideas: Try testing different segment labels and calls-to-action to minimize bounce rate. Track those tests to see how the various segment labels affect conversion.

FREE HR White Paper

Benefits that help

FREE White Paper

Email

Company

Retain Employees

White Paper

White Paper

Name

Learn New Ways to

FREE White Paper

Email

Company

Recruit TalentWhite Paper

Name

White Paper

HR Professionals:

FREE FREE

Recruiters:

self-segmentation

Visual prominence of incentive

I NEED TO

RECRUITI NEED TO

RETAIN

Page 5: Marketing apps - turn interaction into business action

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

Idea 3: QuizQuizzes are a great way to engage and educate participants — giv-ing 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.

For quizzes to work well, they must offer valuable information. For example, asking visitors multiple-choice questions in an assessment and subsequently giving participants written recommendations based upon their answers.

4

Testing ideas: Try requiring sign-up before taking the quiz, versus before getting the recommendations, versus only if you want to receive the recommendations via email. Another idea is to experiment with the number of questions and/or answers to optimize for completion and conversion. See it in action: Take our quiz now http://ioninteractive.com/score

1 2 3 4LANDING PAGE QUIZ1 2 3 4

simplifiedchoices

packageresults

LANDING PAGE QUIZ

recommendations based on score results

Question 1:How strong is the message match between your ad & your landing page?

Your Score:

Below are ways to improve your pages based on theanswers to the quiz.

18Needs Improvement!

Not so good

So-so

Great!

Get Results via Email

Email

Company

Get Results

Name

LP

Page 6: Marketing apps - turn interaction into business action

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Idea 4: CalculatorMost organizations have something that can be calculated using an engaging app-like experience. The most obvious example is pricing. Price ‘ball parking’ lets you price-quali-fy leads without giving them personal pricing. It uses some

basic axis 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.

5

Testing ideas: Try varying price ranges as well as varied propositions on the conversion form — for example: contact sales; versus request for proposal; versus get your price, etc. See it in action: Check out ion’s pricing calculator http://ioninteractive.com/request-pricing

Estimate your price Your Approx. Price is

EstimateEnter Amount

1 2

Company

Email Job Role

1 2

Get Instant Estimate

How many unique visitors do you drive to your landing pages each month?

$1,295 — $1,895

Request a Proposal

✓✓

✓✓

Get Proposal

per month

dynamic price range based off answer

prominent, simple form RFP incentive for more detailed pricing

Page 7: Marketing apps - turn interaction into business action

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

Idea 5: ConfiguratorConfigurators 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. This provides a valuable service to the visitor while providing marketing with even more valuable packaging data on what

visitors need and want. This insight can be used in marketing automation programs as well as in personal selling to cater mes-sages and offers. This makes sales and marketing smarter, more likely to satisfy visitor expectations, and more likely to convert traffic into business.

6

Testing ideas: Experiment with the number of steps and the specificity of framing questions. There is often reluctance to divulge information deemed too personal or specific, so experimenting with varying degrees of specificity can reveal the sweet spots at which information gathering and conversion optimization are in alignment.

Step 1: How many employees do you have?

Step 2: How many will you recruit in the next 12 months?

Step 3: Select the type of package best fits your needs?

Number of employees in your company:

1 2 3 1 2 3 1 2 3

Email

Name

Company

Phone

Include features & benefits to distinguish package choices

RFP Lightbox with contentbased on answers & selections

Start

# of Employess

Number of employees you will be recruiting:

Next

# of Recruits

Initiate engagement with a basic question

RECRUITING EMPLOYEESNUMBER OF EMPLOYEES SELECT YOUR PACKAGE

Do it Yourself Select

We help Select

We do it all SelectContact Sales

Request aProposal

For a “Do it Yourself” Planfor 50 Employees

Page 8: Marketing apps - turn interaction into business action

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

Download the FREE Report

Email

Company

Download

Name

Relocation

Compensation Package

Benefits Package

503 corporate recruiters were asked what their greatest challenge was...

playful and engaging layout directional cue to upsell full report

Work Environment

A

C

B

D

DotheRep

Em

Co

Na

You are Correct!

Survey results reveal thatbenefits play the mostchallenging role in the recruiting process.

Benefits PackageThe answer is:B

The Game of HR

Which do you think it was?

Learn all the answers in this FREE report

Idea 6: GameGames are entertaining ways to engage, educate and convert prospects. For example, ’Guess which’ games are great follow- on uses of survey data. Rather than answering survey ques-tions for themselves, participants guess which answer was most popular amongst their peers (think Family Feud “survey said…”). In answering, they 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.

7

Testing ideas: Game incentives are great to experiment with. Try monetary incentives, versus social recognition, versus an asset offer to stimulate engagement and conversion. Also, test different conversion points — pre-game versus post-game — to see which delivers the most conversions.

Page 9: Marketing apps - turn interaction into business action

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Idea 7: ContestKnowledge-driven contests engage participants by incentivizing them to compete. Aligning the contest with marketing proposi-tions — either by exposing pains or solutions within the content of the contest — involves and educates participants. The flow

of competitive answers from participants can be associated with their profiles and then used for sales messaging and marketing segmentation. Contests can be valuable sources of engagement and data from highly qualified prospects.

8

Testing ideas: Try testing various incentives — cash, gift cards, promotional offers, bragging rights, social prominence — to determine which incentives attract the most qualified participants. Also, try varying the level of difficulty to see if ‘easier’ or ‘harder’ attracts and converts more of the right participants.

Win $500What is the #1 benefit to attract new talent?

1 2 3 4

Company

Email Job Role

Test your recruiting knowledge and you could win $500!

Enter to win now!

Enter Contest

data for marketing automation & sales enablement

short, concise form data can be passed into CRM

Health CareA

RetirementB

Wellness ProgramCEnter all the questions correctly and you could win $500!

Question 1:

Page 10: Marketing apps - turn interaction into business action

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

Idea 8: Voting

9

Testing ideas: It’s unlikely that experimentation with gating the actual voting with a form will have a successful outcome. What may have a more successful conversion outcome could be gating the reveal of the population’s vote or combining your poll with a monetary or other type of incentive.

Get the FREE Report

Email

Company

FREE Report

Name

LinkedIn Ads

Online Headhunting

IndustrySpecific Ads

Vote Now:

choices tie in to company services multiple selling propositions

EmployeeReferrals

A

C

B

D

The results:

Vote for the most e�ective source of applicants:

Employee ReferralsD

B

D

50%25%

12.5%

12.5%

A

C

Enter to win a year of FREE HR Software

Voting for preferences can be an easy-to-tap motive for visi-tors. 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. And when the reveal of all votes shows shared pain that can be solved by the brand, engagement can turn into persuasion. While it can be difficult to use a voting app for lead-gen, they are often used to collect data that can be used in sales enablement or as fodder for other apps.

Page 11: Marketing apps - turn interaction into business action

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

Idea 9: SurveySurveys 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 education-al marketing vehicle. Surveys that subsequently compare the

participant’s responses to those of their peer group provide valuable benchmarks that establish the participant’s pain relative to others. The data gathered from an app-like marketing survey can provide rich sales enablement and marketing automation insight into pains and segmentation.

10

Testing ideas: If the goal is lead-gen, try gating the survey at various points: pre-survey and pre-benchmark are two good places to start. If the survey is for sales enablement, try testing a guided (by a sales rep) version against an unguided version — and experiment with delivery of the benchmarking — email versus in-browser.

Question 1

Next

Which of the following trends will have the greatest impact on HR next year?

1 2 3 4 5

lightbox gate added before the survey

HR SURVEY

HR Survey

Get Started

We’re surveying HR Professionals about recent trends

Takes 5 minutes Receive the HR Practices Research Report

HR Survey

Get Started

We’re surveying HR Professionals about recent trends

Takes 5 minutes Receive the HR Practices Research Report

strategic questions

O�shore OutsourcingHealthcare ReformTax IncentivesEqual Opportunity Act ChangesUnemployment Repurcussions

answers identify pain points

HRWe’Profrece

esces

rreeeeeeeeffeeeeeessseennnnnnnn

uuuuuuuttttecccccccttttic

Email

Name

Company

Start the SurveyGet the FREE Report at the end of the survey

Begin Survey

Page 12: Marketing apps - turn interaction into business action

ioninteractive.com

Digital Marketing Software & Services meet.ioninteractive.com/getstarted or Call 1.888.ion.idea (466.4332) or +1.561.235.7474 outside the US

Fast, Easy, App-like Digital Experiences from ion 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.

✔ Create engaging app-like experiences in minutes✔ Pass segmentation and sales enablement data in and out✔ Test and auto-optimize alternative app-like experiences✔ Save time, money and resources

According to TechValidate: 73% of our customers double their conversions. 90% get positive ROI. And 95% would recommend us. Join them. Replace your landing pages with ion.

More leads. More branding. More revenue.

90%

Positive ROI DoubleResults

73% 95%

Would Recommend