Make the Most of Your Traffic with Marketing Apps

Make The Most Of Your Traffic
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
SFIMA Pubcon 4/24/14
@AnnaTalerico
atalerico@ioninteractive.com
ion interactive, co-founder

4 Things You Can You Do
You Do If Your Web Traffic
Is Declining.

1. Panic

2. Hide

3. Throw Money At It

4. Make The Most Of Every
Visitor You Do Have

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Everything We Do In Online Marketing
Is To Get A Visitor To Take An Action

But Generally, We
Don’t Do A Great
Job At It.

This Presentation Will Give You Ideas To
Get More Of Your Visitors To Take Action

To start,
if you are an online
marketing tasked
with getting visitors
to take action:

Be Afraid.

Very Afraid.

User Experience Trends
Have Changed Drastically
In The Past 12 Months.

And With It, User
Expectations Have
Changed Drastically Too.

If You Don’t Meet Your
Visitors Expectations, You
Can’t Expect Them To Take
Action.

Trends Like These Are
Impacting What Your
Visitors Expect From You:

Responsive Design

Video Backgrounds
The Entire
Background
Of This Page
Is A Video!

Minimized Navigation
Simplicity

Single Page Design

Sticky Nav & Content

Parallax Scrolling
Don’t Know
What
Parallax
Scrolling Is?
!
Search For
It To Learn
More.

Cards & Tiles

Minimized Text

App-Like Interaction

Utility

Youtility Is A
Must Read
Book For
Online
Marketers.
!
Your Visitors
Want
Usefulness.

The State Of Web Design Has
Changed Drastically In The
Past 12 Months.
!

!
Your Visitors Expect
Interaction.
!
Your Visitors Expect
Usefulness.
!
Your Visitors Expect Mobile-
Friendly/Responsive.

Ok, Let’s Not Panic.

Here’s what to do…

1. Be App-Like
2. Be Useful
3. Be Committed

Be App-Like

“Marketing is moving from the business of
communication to the business of delivering experiences
… not just shoving more content at people.”

"They were innovating new ways of enticing prospects beyond the typical fill-out-form,
download-an-asset approach that everyone else was doing. As we saw them double and
triple their conversion rates with these new strategies”

“..the world is shifting from landing pages that gate content to marketing apps that ARE content…”

So What Is A  
Marketing App?
?

A Marketing App is…..
A browser-based digital experience
designed for user interaction.

Types of Marketing Apps
• Quizzes/Assessments
• Surveys
• Contests
• Conversion Paths
• Calculators
• eBooks
• Wizards/
Configurators
• eCatalogs
• Interactive White
Papers
• Look Books

A Marketing App must be…..
Useful
Engaging
Easy
App-like
Responsive

Here are 9 examples
of marketing apps

Visitors step themselves through a series of simple choices to
quickly get to the most relevant and targeted information
Conversion Path

Great example of a conversion path! Help visitors drill down to the right information
quickly, but giving them simple, clear choices.

Deliver personalized recommendations for improvements
based on visitor responses. Use the data you gain from the
answers to drive targeted marketing automation programs and
surface warmer leads to sales with pre-fab insight into pains.
Quiz/Assessment

Really awesome educational quiz from Exxon. Uses great interaction design to keep the
user engaged, while presenting valuable content.

The SubjectLine.com assessment is USEFUL!

ion’s own post-click assessment steps visitors through 13 brief questions…

…and then provides a score, and personal recommendations based on each response.

Offer visitors a pricing calculator to set their expectations
immediately. Calculators can also provide the immediate
gratiﬁcation that B2B buyers crave while allowing sales 
to continue to build value prior to delivering a speciﬁc  
price quote.
Calculator

Who wants to read about the statistics necessary to calculate test duration, when a simple
interactive calculator will do all the work for you?

The Tesla cost calculator is HIGHLY useful and enlightening! Visitors love marketing apps
that calculate data for them based on inputs.

Allow visitors to assemble or package your product or service
to what they speciﬁcally are looking for.
Conﬁgurator

The auto brands know how to rock an online configurator!

Rather than answering survey questions for themselves,
visitors can participate in guessing-type games. In answering,
they are exposed to shared pains, problems, and solutions
that drive demand.
Game
The Game of HR
Learn all the answersLearn all the answers
in this FREE reportin this FREE report
Which do you think it was?

Want a trip down under? Play this game for a chance to win!

When the reveal of results shows shared pain that can be
solved by the brand, engagement can turn into persuasion.
Voting/Survey
Enter to win a yearEnter to win a year
of FREE HR Softwareof FREE HR Software

Cintas knows everyone loves a clean bathroom,
and they even let you vote for your favorite.

Provide the same information you would in a white paper, but
with much more engagement.
Interactive White Paper/eBook
Learn More about whatLearn More about what
Interactive white papersInteractive white papers
Target & Inform your
Customers with
Interactive White Papers
Take a Quiz
White Paper White Paper
quickly navigate
through content
playful and engaging layout Organize your Information

Turn otherwise static content into a navigable, interactive, engaging online experience!

Be Helpful.

Yo! Read The
Book!

Jay Baer’s Youtility
In a world where every prospective customer is facing an
invitation avalanche, where every business is asking
people to follow their tweets, read their blog, or watch
their videos, you must resist the temptation to
communicate solely and endlessly about your company,
hoping for the quick sale. Helping can replace selling,
or at the very least reduce the friction within that sales
transaction. And you can do this. You can help your
customers learn… You can help them plan… You can
help them enjoy.
“

Be Committed.

Be Committed To Delivering
Exceptional Digital
Experiences.

Make visitors WANT to engage with you via
interactivity & usefulness &
modern, responsive design

This is IMPORTANT.

Digital touch points can drive revenue, lower
costs, build brands, and engender customer
loyalty. But to achieve these potential beneﬁts,
companies must deliver digital interactions
that meet their customers’ needs in easy and
enjoyable ways.
“
”Forrester Research, Top 10 Ways to
Improve Digital Experiences

Users expect useful, meaningful
digital experiences every time
they interact with your brand.
”
“
Forrester Research, Top 10 Ways to
Improve Digital Experiences

Demand Metric, Digital Marketing Landscape,
The Power Of Digital Experiences In 2014
A relationships exists between placing a high priority
on digital experience marketing and revenue growth.
76% of participants reporting revenue growth in the
most recent ﬁscal year also put a high priority on
digital experience creation. For organization that
reports declining revenue growth, only 6% report
digital experience creation as a high priority.
“
”

You Must Commit To
Delivering Exceptional Digital
Experiences.

Action is fueled by interactivity
and engagement.

@AnnaTalerico
atalerico@ioninteractive.com

Make the Most of Your Traffic with Marketing Apps

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