'Marketing apps' engage prospects instead of throwing content at them - VentureBeat | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...

Marketing technology vendor Ion Interactive announced this morning that it is pivoting from providing general marketing tools to helping marketers create interactive experiences the company calls “marketing apps.”


These marketing apps could be calculators or quizzes, contests or configurators, and they’re delivered online.


“When you’re marketing into a B2B space, typically conversion rates hover around 5-10 percent,” he said. “This client’s 10-page interactive quiz got a 21 percent conversion rate … and that was at the very end of the funnel, people who filled out a content form. 50 percent of people actually engaged with the entire form.”


Other companies doing similar things include SnapApp and Wishpond, Brinker says, as well as companies like Offerpop that offer interactive contests and content via social and web channels. The key is engagement and interactivity in a topic that a prospect cares about, that also helps educate the prospect about what they need to do.




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