ion interactive included in Gartner 2014 Hype Cycle for Digital Marketing

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ion interactive included in Gartner 2014 Hype Cycle for Digital Marketing

ion interactive identified as sample vendor for commerce experiences which was given a high benefit rating

 

Boca Raton, FLA – July 22, 2014 – Gartner, Inc. recently released its Hype Cycle for Digital Marketing, identifying ion interactive as a sample vendor in the Commerce Experiences section, which received a high benefit rating.

According to Gartner, Inc. and its “Hype Cycle for Digital Marketing, 2014” “Brands and marketers already have commerce experiences, but they exist as a set of disconnected websites, applications and storefronts. They should take a holistic approach to a digital commerce strategy by analyzing the customer decision journey and the various touchpoints across commerce experiences and opportunities to influence buying decisions through content, conversation, engagement and analytics. Planning and executing commerce experiences also require organizational alignment, especially between digital marketing, IT and commerce teams, to chart roles and responsibilities and to procure and share resources.”

The commerce landscape continues to undergo change because of factors such as more self-educated consumers, spikes in brand content and increasing numbers of technology vendors entering the market.  

Gartner’s Hype Cycle provides a detailed view of the market and where vendors like ion interactive fit in the big picture.  Industry research like this helps companies understand how to navigate the deluge of resources available to them and what makes the most sense for their technology ecosystems.

“Digital marketers are adopting commerce experiences at a growing rate,” notes Gartner, Inc. in “Gartner, Hype Cycle for Digital Marketing by Adam Sarner and Jake Sorofman July 2, 2014.” ion interactive has been listed as a Sample vendor in the Commerce Experience category.

This report, as well as a significant groundswell from the media and analyst community validates the importance of creating more advanced, participatory experiences for users.  Interactive content in marketing apps such as assessments, configurators, online white papers, calculators and look books is much more useful and personal, resulting in highly relevant experiences that increase brand engagement, leads and sales.  

“Engagement is not just about improving bounce rate or other traditional metrics,” said Justin Talerico, ion interactive’s CEO.  “It’s about people interacting with experiences every time they touch your brand.”

The full report is available from Gartner.

 

About ion interactive

ion interactive is a marketing apps platform that generates leads and revenue with engaging, highly interactive, digital marketing experiences that can be created and tested without developers. ion interactive is used to differentiate brands, increase engagement and improve conversions in content marketing, social marketing, email marketing and advertising campaigns.

For more information, please visit ioninteractive.com

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.



 

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New research shows interactive content is key to the buyer’s journey

New research shows interactive content is key to the buyer’s journey

More than half of surveyed marketers feel their content doesn’t create enough visitor interaction or engagement

Boca Raton, FLA – June 16, 2014 – New research shows that interactive content is crucial to engaging and converting buyers during their purchasing journey.  A recent study, “Enhancing the Buyer’s Journey: Benchmarks for Content & The Buyer’s Journey” sponsored by ion interactive and conducted by Demand Metric, highlights the effectiveness of using interactive content experiences to cut through the increasingly cluttered content marketing landscape.

The findings support ion interactive’s recent pivot to deliver scalable, marketer-managed marketing apps  with its SaaS platform.

Interactive content in marketing apps such as assessments, configurators, online white papers, calculators and look books is much more useful and personal, resulting in highly relevant experiences that increase brand engagement, leads and sales.  

The robust report revealed many trends impacting today’s content marketer, including:

·      The most frequently encountered problem with content marketing efforts is “content doesn’t create enough opportunities for interaction and engagement”, noted by 58% of study participants

·      Only 25% rated their content as slightly or very interactive

·      Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 35% for passive, static content

·      93% feel interactive content is effective at educating the buyer and 88% feel it differentiates from competitors

 

Along with key findings to show support for effective tactics such as marketing apps, barriers for marketers were also revealed. The three most significant barriers to creating interactive content include staffing & resources, budget and time & agility—all areas that ion interactive has focused on in developing their marketing app platform and services.

“While we frequently see the positive impact of marketing apps across our customer base, it’s terrific to see independent research that corroborates our experience,” said ion interactive CEO, Justin Talerico.  “Demand Metric did a great job of shining a spotlight on how they affect the buyer’s journey and why brands need to consider not just their content, but the experience of interacting with that content online.”

The full report is currently available on the ion interactive website.

About ion interactive

ion interactive is a marketing apps platform that generates leads and revenue with engaging, highly interactive, digital marketing experiences that can be created and tested without developers. ion interactive is used to differentiate brands, increase engagement and improve conversions in content marketing, social marketing, email marketing and advertising campaigns.

For more information, please visit ioninteractive.com

ion interactive named as a finalist in 2014 American Business Awards

ion interactive named as a finalist in 2014 American Business Awards

12th annual Stevie® Awards will be presented on June 13 in Chicago and September 12 in San Francisco

BOCA RATON, FLA – May 8, 2014 – ion interactive was named a Finalist today in the New Product or Service of the Year - Software - Web Services Solution category in The 2014 American Business Awards, and will ultimately be a Gold, Silver, or Bronze Stevie® Award winner in the program.

More than 3,300 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration in a wide range of categories, including Most Innovative Company of the Year, Management Team of the Year, Best New Product or Service of the Year, Corporate Social Responsibility Program of the Year, and Executive of the Year, among others.  ion interactive is nominated in the New Product or Service of the Year category for Software – Web Services Solution.

Rather than deluging users with static content from white papers, blogs, and articles, ion interactive’s customers turn that content into useful and engaging experiences. White papers become participatory learning apps, pricing spreadsheets become interactive calculators, a blog post on best practices becomes a step-by-step self-assessment tool, and a solutions brief becomes an online configurator. The ion interactive marketing app platform is provided as software-as-a-service (SaaS) on the web. With a subscription, marketers receive access to a growing library of pre-fab marketing apps. Marketers can publish them as is by plugging in their own content. Or they can creatively extend and remix them to build their own original apps.

“Bringing marketing apps front and center has been an adrenaline-filled exciting journey for us,” said Justin Talerico, co-founder and CEO, ion interactive. “Being named a finalist is an excellent stepping stone in that journey and we are proud of our team and our offering.”

Finalists were chosen by more than 150 business professionals nationwide during preliminary judging in April and May.  More than 150 members of several specialized judging committees will determine Stevie Award placements from among the Finalists during final judging, to take place May 13-22.  

“The final judges have a difficult task ahead of them, to rank the Finalists, because there are so many great nominations this year,” said Stevie Awards president and founder Michael Gallagher.

Details about The American Business Awards and the list of Finalists in all categories are available at www.StevieAwards.com/ABA.

About ion interactive

ion interactive is a marketing apps platform that generates leads and revenue with engaging, highly interactive, digital marketing experiences that can be created and tested without developers. ion interactive is used to differentiate brands, increase engagement and improve conversions in content marketing, social marketing, email marketing and advertising campaigns.

For more information, please visit ioninteractive.com

Sponsors and partners of The 2014 American Business Awards include Biz Talk Radio, CallidusCloud, Citrix Online, Cvent, Engility, John Hancock, LycaMobile, PetRays, and Softpro. 

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ion interactive pivots with a platform for marketing apps

ion interactive pivots with a platform for marketing apps

Driven by fundamental shift in marketing industry from communications to customer experiences

San Francisco, Calif. – April 8, 2014 – Today at Marketo’s Marketing Nation Summit, ion interactive, the leading cloud-based landing page platform, announced its pivot to focus on helping customers create “marketing apps.” Marketing apps are the next wave of digital marketing, providing more compelling ways to engage prospects and customers in digital channels with wizards, contests, assessment tools, calculators, configurators, interactive white papers, and more.

Previously, such marketing apps had to be custom built by programmers in IT or contracted through an agency, which was expensive and time consuming. With ion interactive’s revised platform, marketers can now quickly design and deploy their own tailored, responsive web marketing apps using a drag-and-drop creative studio — no programming required.

Apps Aren’t Just For Mobile Anymore

Apps gained popularity with smartphones, as small software programs that provided consumers with interactive utilities and entertainment. But now, prospects and customers have come to expect more sophisticated, app-like experiences from companies at many other touchpoints on the web — without having to install more software on their phone.

Nowhere is the need for app-like experiences more pressing than in content marketing. Rather than deluging users with static content from white papers, blogs, and articles, ion interactive’s customers turn that content into useful and engaging experiences. White papers become participatory learning apps, pricing spreadsheets become interactive calculators, a blog post on best practices becomes a step-by-step self-assessment tool, and a solutions brief becomes an online configurator.

“There is undeniable power in working within a SaaS platform like ion’s to develop the app-like experiences our customers are seeking,” said Ed Liebowitz, Director of Premium Services, Everyday Health.  "From the beginning of our engagement with ion, our philosophy was to constantly push the envelope with the elements we incorporated into our digital funnels.  Not only were we able to build our Jillian Michaels’ acquisition funnel as a flexible and stunning graphic-based experience, ion’s new approach allows us to quickly scale the framework to the rest of our portfolio and iterate to optimize conversion.”

Choose from Pre-Fab Marketing Apps or Build Your Own

The ion interactive marketing app platform is provided as software-as-a-service (SaaS) on the web. With a subscription, marketers receive access to a growing library of pre-fab marketing apps. Marketers can publish them as is by plugging in their own content. Or they can creatively extend and remix them to build their own original apps.

The platform’s creative studio lets marketers design stunning responsive web pages and apply rules-based logic, multi-step flows, and animated behaviors to them to craft highly distinctive digital experiences. They can easily modify their apps, create different variations, and A/B test alternatives on their own, without programmers or other technical staff.

This pivot for ion interactive comes after years of pioneering landing pages and microsites in digital campaigns. “We noticed our lead users were increasingly pushing our software to build more advanced kinds of web experiences for their marketing campaigns,” said Justin Talerico, ion interactive’s co-founder and CEO. “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, we realized they were on to something transformative. In response, we’ve shifted our focus to put such marketing apps within reach of many more marketers.”

This new release of the ion interactive marketing app platform will be available to all subscribers this month.

About ion interactive

ion interactive is a marketing apps platform that generates leads and revenue with engaging, highly interactive, digital marketing experiences that can be created and tested without developers. ion interactive is used to differentiate brands, increase engagement and improve conversions in content marketing, social marketing, email marketing and advertising campaigns.

For more information, please visit ioninteractive.com

Contact:
Rachel Miller
ion interactive
561-235-7062
rmiller@ioninteractive.com          

ion Makes Responsive Design Easy for Digital Marketers and Advertisers

ion Makes Responsive Design Easy for Digital Marketers and Advertisers

Cambridge, MASS. – September 30, 2013

Gone are the days when mobile devices were the exception within digital marketing campaigns. Now they’re the norm, their usage impacts results and marketers need to satisfy those users. Advertising and marketing success is dependent on delivering usable and satisfying experiences on all devices—smartphones, tablets and computers.

The promise of responsive design was that one page would satisfy everyone, on every device—large and small. But responsive design has also been complex, often inflexible, and time and resource intensive. Now, those barriers are gone. ion's responsive software empowers digital marketers to replace their ordinary, inflexible landing pages with compelling responsive experiences. The web-based software simplifies and streamlines the responsive design process, dramatically reducing the complexity and required resources.

“We’re excited to bring the opportunities of responsive design to our customers. We set out to make the experience of creating responsive pages enjoyable—even entertaining. With a click, our customers instantly see the page they’re creating on a smartphone or tablet—and with another click, they can spin the phone or tablet sideways. It’s highly interactive, visual and easy. And the pages they make are stunning.” said Justin Talerico, ion’s CEO.

ion's new responsive capability lets marketers and advertisers produce app-like responsive experiences that look and behave like they were custom-crafted by a team of expert designers and developers. With ion, any marketer can produce responsive content—images, forms, lightboxes, tabs, rotators, even embedded content—in minutes. All without code, developers or the IT department.

“Leveraging ion's responsive templates, I’ve been able to decrease the time it takes to build and publish a landing page by 25%, as I no longer have to build separate desktop and mobile creatives. It's much easier and faster to optimize my experiences.” said Lindsay Wood, Web Marketing Specialist at BioTek Instruments.

About ion

ion’s software replaces landing pages with app-like web, mobile and responsive experiences. Using ion’s simple drag-and-drop interface, anyone can create and test amazing, app-like experiences—no technical or design skills required. ion experiences significantly improve lead generation and customer acquisition with research showing that 73% of ion’s customers report at least doubling their digital marketing conversion rates. ion is based in Boca Raton, FL, with a second office in Cambridge, MA. Customers include Dell, Iron Mountain, DHL and hundreds of other brands and agencies.

For further information, please call (888) ion.idea (466.4332).

ion 2013 MITX Innovation Award Finalist

ion 2013 MITX Innovation Award Finalist

Cambridge, MASS. — June 13, 2013 — The Massachusetts Innovation & Technology Exchange (MITX) announced ion interactive as finalist for the 2013 MITX Innovation Awards in the “Best Customer Demand Driver” category. 

“Digital innovation is thriving in Boston and all around New England, companies are creating products and services that are revolutionizing how we work and live our lives,” says MITX President Debi Kleiman. “Our 2013 finalists are some of the best at this, developing what’s next for web and mobile. "

 

"Best Customer Demand Driver" category award is given to tools which "have transformed how we identify, sell to, and manage customer relationships."

"Best Customer Demand Driver" category award is given to tools which "have transformed how we identify, sell to, and manage customer relationships."


The "Best Customer Demand Driver" category "rewards technologies that are helping enterprises small and large drive their sales and marketing efforts, create leads, and support their customers in ways that were not previously possible."

ion is honored to be named a finalist in this category along with Postwire and Qvidian.

The 2013 MITX Innovation Awards Ceremony took place Monday, June 3rd at the Westin Copley. The Innovation Awards are intended to:

  • Celebrate the innovations powering the future of marketing and revolutionizing the way we work and play
  • Recognize innovations developed in New England
  • Connect the next generation of start-up success stories with resources and people to help create their stories sooner



Learn more about the finalists and the ceremony: www.mitxawards.org/innovation 

ion Evangelizes Post-Click Marketing With Tour to Focus Marketers' Attention Beyond the Click

ion Evangelizes Post-Click Marketing With Tour to Focus Marketers' Attention Beyond the Click

Cambridge, MASS. — Marketwired  May 2, 2013 — Without question, brand marketers are spending significant resources on email, mobile, PPC, SEM and display advertising campaigns in an effort to get increased numbers of customers to "click through." But what happens next is what matters most and ultimately determines the success of digital campaigns.

In a series of industry appearances, ion's leadership team will make the case for more agile approaches to big testing of post-click experiences — landing pages, microsites and conversion paths — enabling brands to deliver better experiences and bigger results. Following is a schedule of where to find ion's evangelists speaking next:

May 8 @ SiriusDecisions Summit, San Diego
ion customer Iron Mountain will present a case study at 9:50 AM PT: Iron Mountain: Fueling Big Data with Big Testing

May 8-10 @ Which Test Won's The Live Event
ion's Jessica Collier will provide brand marketers with one-on-one landing experience consultations: Are Your Landing Pages R.E.A.D.Y  for Conversion?

May 15 @ Interactivity Digital, Miami
ion co-founder Scott Brinker will join a session at 3:30 PM ET: Funneling Your Way to More Conversions

 

ion Redefines the Post-Click Experience with Creative Studio

ion Redefines the Post-Click Experience with Creative Studio

New Generation of Digital Marketing Software Helps Brands Win the Crucial “Moment of Truth” After Prospects Make Their First Click

Cambridge, MASS. – February 19, 2013 – Brands are given one-twentieth of a second to make a good impression online, according to research featured in the book Brainfluence by Roger Dooley. ion interactive introduced today a new generation of its digital marketing software to help brands win in that visceral flash of an impression — and the experience that follows.

By empowering marketers to create and test compelling post-click experiences such as landing pages, microsites, web-based “wizards,” and mobile web apps, ion’s new creative studio in its software-as-a-service platform helps significantly improve conversion rates for lead generation and customer acquisition programs.

“Businesses are increasingly recognizing that the click-through is a critical ‘moment of truth’ in digital marketing,” said Scott Brinker, ion’s CTO. “When prospects click on search ads, display ads, email offers, or links in social media channels, they arrive with specific expectations. Unfortunately, many company websites are often too general-purpose to meet those expectations. But typical landing pages, which are sometimes used as a more targeted alternative, deliver a notoriously poor user experience. If they don’t make a great first impression, they not only fail to win the conversion, they also damage the brand.”

ion's new creative studio gives marketers a better alternative, letting them produce highly targeted post-click experiences that look and behave like they were custom-crafted by a team of expert designers and developers. But with ion’s creative studio, any marketer can produce these experiences simply by dragging and dropping web and mobile components into professionally designed frameworks that perfectly preserve a company’s brand standards.

“ion’s platform has removed the barrier for us to create highly-customized, relevant and engaging experiences that we — in marketing — control,” said Amy O. Fitzgerald, vice president of marketing for wedding services company Ever After. “Creating landing pages used to be arduous and time-consuming, allowing for little to no testing, and we were very limited in the degree of sophistication and type of interactive content we could use. With its agility and flexibility, ion’s software has provided us with 3x improvement in our marketing performance while significantly reducing our cost of conversion. With the release of the creative studio, we expect our SEO and conversion rates to continue to soar.”

ion interactive debuts on Marketo Launchpoint, the most complete ecosystem of compelling solution for marketers.

ion interactive debuts on Marketo Launchpoint, the most complete ecosystem of compelling solution for marketers.

Customers can now create amazing web and mobile experiences that convert with ion interactive’s landing page solution. 

Boca Raton, Florida – ion interactive today announced the debut of the ion platform on Marketo Launchpoint, the most complete ecosystem of compelling solutions for marketers.  ion’s landing page platform seamlessly integrates with Marketo to create a cohesive connection between an organization’s pre- and post-conversion activities, allowing for creation of agile, personalized, interactive and compelling web and mobile experiences.

“ion’s platform gives marketers the power to create amazing web and mobile experiences that convert. The combination of ion and Marketo creates closed loop marketing that is actionable and powerful to both the sales and marketing organizations”, said Justin Talerico, CEO of ion interactive. “We are excited about being part of Marketo Launchpoint, because we know it will allow more marketers to transform their click-throughs into breakthroughs resulting in more leads, more branding, more segmentation, and more revenue.”

With ion, marketers can:

  • Extend lead data. ion’s integration with Marketo gives marketers the flexibility to simply copy parameter, format fields, and output fields for seamless export. 
  • Enhance campaign insight. Campaign data is easy to map in Marketo giving better insight into visitor response, conversion point, and content details.
  • Drive responsive segments. Create relevant and engaging web and mobile experiences effortlessly with the Marketo and ion integration. 

“Marketers are transforming the way they engage with customers and prospects”, said Robin Bordoli, VP Partner Ecosystems at Marketo. “The ion platform, combined with Marketo, enables businesses to deliver web and mobile experiences that are personalized and relevant. We’re excited to have them as part of the Marketo Launchpoint ecosystem.” 

About ion

ion’s software and services enable agile creation and optimization of digital content experiences. The efficacy of these experiences exceeds industry averages by 3x. Hundreds of global brands like Dell, DHL, and Western Union entrust their web and mobile marketing performance to ion’s agile technology and services. For more information on how ion delivers more agility, more branding and more revenue, visit ioninteractive.com.

About Marketo: Marketing Software – Easy, Powerful, Complete.

Marketo uniquely provides easy-to-use, powerful and complete marketing software that propels fast-growing small companies and global enterprises alike. Marketo’s marketing automation and sales effectiveness software – including the world’s first integrated solution for social marketing automation – streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and dramatically improves sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver.

 Known for providing breakthrough innovation and fueling explosive growth, Marketo was recently named to The Wall Street Journal’s 3rd annual “Next Big Thing List,” one of “America’s Most Promising Companies” by Forbes, and the #1 Marketing Software Vendor on the INC 500.  In 2011 Marketo ranked as the #1 fastest-growing private company by the Silicon Valley Business Journal, and in both 2011 and 2012 the company received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. Salesforce.com customers also honored the company with two AppExchange Best of ’11 Awards, for Best Marketing Automation Solution and Best Chatter Exchange.

Marketo and the Marketo logo are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

ion interactive Announces New Integration Partner Demandbase

ion interactive Announces New Integration Partner Demandbase

ion interactive, the leading enterprise landing page solution, announced today the availability of Demandbase Real-Time Identification for its customers. “We are excited about the Demandbase and ion integration. It brings even more relevancy to the post-click experience,” said Justin Talerico, CEO of ion interactive. “The ability to improve web content relevancy through key identification markers such as industry, company, or revenue allows our customers to identify and cater to their most valuable visitors to create an experience that resonates with them — driving optimized performance.”

The integration between Demandbase and ion allows marketers to gain valuable insights that can lead to increased conversions and improved data capture. The Demandbase Real-Time Identification API identifies business traffic in real time, delivering over 40 company attributes (company name, industry, employee count, revenue, geographic locations, DUNS number, etc.) giving ion’s platform additional data for dynamic personalization of site experiences for each business visitor. Key features of the integration include the ability to: 

  • Increase conversions and improve data capture by utilizing Real-Time Identification to shorten forms.
  • Create segmentation and personalized content and offers based on visitor type such as enterprise, mobile, government, and more.

Coupling a robust, enterprise landing page solution with a real-time targeting tool creates a powerful solution for creating responsive engagement and ultimately more conversions.

“The ion platform, combined with our Real-Time Identification API, enables businesses to deliver web experiences that are personalized to each visitor, driving better engagement and more revenue from the customers that matter most,” said Greg Ott, CMO of Demandbase. 

About ion

ion’s software and services enable agile creation and optimization of digital content experiences. The efficacy of these experiences exceeds industry averages by 3x. Hundreds of global brands like Dell, DHL, and Western Union entrust their web and mobile marketing performance to ion’s agile technology and services. For more information on how ion delivers more agility, more branding and more revenue, visit ioninteractive.com.

About Demandbase

Demandbase is the first real-time targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and marketing’s ability to impact revenue. While personalization tools have long existed for B2C, until now, none were geared specifically to enable B2B marketers to make online interactions more effective, delivering the right message at the right time.  Without the use of cookies, Demandbase’s Real-time Identification service bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time. Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers.  Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance.  For more information, visit http://www.demandbase.com

ion interactive’s Study of the Presidential Candidates’ Landing Page Optimization Strategy Reveals Key Takeaways for Performance Marketers

ion interactive’s Study of the Presidential Candidates’ Landing Page Optimization Strategy Reveals Key Takeaways for Performance Marketers

There’s an important lesson to be learned from the presidential candidates regarding the role of landing page optimization in your overall campaign strategy. In a recent study by ion interactive, a leading conversion optimization company, there were landing page optimization wins and losses in both of the candidate campaigns race to the election.

ion’s study provides a detailed view into each candidate’s overall landing page strategy and spans social media, email marketing, search engine marketing, and integrating with mobile devices. 

“This audit was an excellent opportunity for ion to review a significant national campaign and compare different strategies, perspectives, and tactics across channels. What we quickly learned is that both campaigns realized the need to bring relatability to their post-click strategy – but often missed the mark,” said Justin Talerico, CEO of ion interactive. ”We thought it was an excellent opportunity for us to highlight key principles for driving engagement, relevancy and ultimately performance by using an infographic to tell the story of these familiar campaigns.”

The key takeaway that comes from a scorecard that focused on campaign-specific tactics, localization within experiences, message matching, forms, mobile optimization, dynamic content, and segmentation — both missed the mark. 

  • Both neglected a significant opportunity with campaign-specific landing experiences.  Both candidates utilize search engine marketing campaigns that, in most cases, linked straight to their corporate website. These were significant  missed opportunities to create very targeted, relevant experiences for those searching and ultimately driving better performance.
  • The candidates have a good pulse on the role localization plays in gaining momentum in their campaigns. You can’t resonate more than to give regional-specific content. Both the Obama and Romney campaigns had strong Facebook campaigns that drove localization through their landing page strategy.
  • Campaigns can be won through relevance, yet Romney’s campaign was inconsistent. Within social media there is a consistent delivery of message matching, but within search engine marketing there is a significant gap of ad and post-click experiences. Obama’s campaign, however, consistently delivered message matching between ad and landing experiences, regardless of channel.
  • For conversion, forms play a critical role. If you ask too much, you risk abandonment. If you ask too little, you sacrifice future targeting. The Obama campaign has hit a solid note with their form criteria. They’ve utilized a multi-step form to make their data capture more digestible. The Romney campaign asks for similar data but it feels significantly heavier since it is pushed through one page. 
  • Mobile matters, and our presidential campaigns have missed the opportunity to engage immediately. Both campaigns are missing major mojo when it comes to mobile optimization.  From lengthy forms to complexity of content, the campaigns missed a best practice of everything working effortlessly on mobile devices.
  • Both the Obama and Romney campaigns have done good jobs driving dynamic content through their marketing programs. From passing data through social media campaigns to utilization in their email programs, the two campaigns realize the impact of dynamic content in their landing pages.
  • We were disappointed to see the lack of segmentation usage in their optimization strategy. Obama’s campaign collected the data, but didn’t use it to drive a more targeted campaign. Romney didn’t segment at all.  Adding segmented paths allows for more relevant content.

“We can’t determine who will win the presidential election, but we can say that the Obama campaign has enriched its landing page optimization strategy with more best practices than the Romney campaign”, said Talerico. “Ultimately we want to shed light on how you can have immediate impact with your marketing programs by driving relevant, engaging experiences that convert. We think this study highlighted many tactics that any marketer can begin using today.”

To download the full infographic, click here.

About ion interactive:

ion provides enterprise post-click marketing software & services to hundreds of customers worldwide. ion’s technology puts your marketing team in direct control of your campaign pages — from content to testing and optimization. The result is unprecedented agility and ROI performance across a wide array of marketing disciplines.

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ion interactive Speaks on Creating Sales and Marketing Alignment Using Landing Page Optimization

ion interactive Speaks on Creating Sales and Marketing Alignment Using Landing Page Optimization

Boca Raton, Fl – Creating sales and marketing alignment isn’t easy – but is necessary for achieving accelerated revenue growth within an organization. Gone are the days of marketing passing leads and calling their job done. The influence that marketing can have throughout the sales cycle is both beneficial and a game changer. While more and more marketers are now becoming responsible for driving revenue – and not just leads – there is a real gap in shared knowledge with sales. In a webinar hosted by ion interactive on Wednesday they addressed the major component landing page strategy can play in bridging the gap for marketing and sales alignment.

“Why Your Sales People Will Love Landing Pages” addresses a multitude of ways that marketers can become creative with their landing page strategy and drive increased conversions, while providing an abundance of lead data that is invaluable to the sales organization.  “Our customers have proven time and time again that creating relevant segmented experiences based on buyer behavior, industry, or experience drives increased conversions. What has become increasingly evident, however, is the passing of that knowledge to the sales organization is sometime a significant gap” said Sally Lowery, Director of Revenue Marketing at ion. “According to recent research on lead management, 34.9% of sales organizations polled felt their organization did a poor to very poor job of making lead data accessible.”

The need to create a seamless flow from marketing to sales exists today and if executed well creates better sales and marketing alignment as well as improved revenue performance. In the webinar, “Why Your Sales People Will Love Landing Pages”, ion addresses way to bridge the gap effortlessly. “We wanted to address the sales and marketing relationship, while showing marketers how they can create more qualified leads with experiences that will matter – and ultimately make your sales team love landing pages”, said Lowery.

Included in the webinar:

  • Creating visibility and collaboration with the sales organization.
  • Driving more qualified leads through targeted and relevant landing experiences.
  • How to give insights to sales that will drive focus and revenue.

The webinar had more than two hundred participants and yielded open dialogue on the challenges marketers feel they face today in creating sales and marketing alignment.

To listen to on-demand version of the webinar, click here

To view the presentation, click here

About ion interactive

Founded in 1998, ion interactive provides advanced landing page software that maximizes pay-per-click search, email and online advertising performance. ion’s web-based platform enables marketing departments and agencies to create, test and analyze landing pages, conversion paths and microsites all without the help of IT or developer assistance.

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