Can an app drum up more conversions than a landing page? Here’s why ion interactive is giving them a shot

Landing pages versus apps – among marketers, this isn’t usually an either-or situation.

But for Justin Talerico, CEO of ion interactive Inc., a Florida-based marketing company, landing pages just aren’t giving marketers enough in return for their content marketing efforts.

“Landing pages, which were the backbone of our business for many years, are very sort of binary,” Talerico says, giving the example of a company that offers a whitepaper in return for a lead’s contact information. “Someone either converts or they don’t, and for those people who convert, whether or not they consume the content that’s often behind the gate of the landing page … The consumption of that content is completely unknown.”

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Is Interactive Content a Way to Cut Through the Content Marketing Clutter?

While BuzzFeed’s quizzes were mostly for low-brow entertainment value — e.g., What State Do You Actually Belong In? — the engagement and social sharing levels they attained were remarkable. That silly state quiz? It generated more than 40 million views. This quiz-as-content format has since moved upmarket, and last month, The New York Times ran an interactive quiz for one for their popular op/ed columns.

As marketers are being told to “think like publishers” with content marketing, this new trend has caught their attention too. Interactive content is significantly expanding what’s possible in content marketing — not just quizzes, but calculators, configurators, assessment tools, workbooks, contests, and more.

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Marketing Technology Innovation Thrives In The Intersections

Looking for the business disciplines seeing the most rapid change and innovation? Contributor Scott Brinker examines where traditional departments are crossing each others' boundaries.

 

The most exciting developments in marketing today are happening at intersections.

For instance, a growing profession of marketing technologists have emerged from the intersection of marketing and IT. Marketing technologists combine technical skills — programming, systems design, algorithmic thinking, and technology management and strategy — with a passion for marketing and customer experience.

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Top 200 Content Marketing Brands and Influencers

One of the biggest questions buyers ask in their online journey from awareness, to consideration, to selection is “who is influential?” on the topic.

It is human nature to look for validation, expert advice and insights from those who understand a topic and seem to know what they are talking about. This is true in just about any major decision, including who we buy from.

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7 Marketing Technologies Every Company Must Use

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies, except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.

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Up Close @ SMX East: The 4th Wave of Content Marketing

Right now, everyone is engaging in content marketing. Everyone wants to create more content, and so they spend more on content. This leads to a vicious cycle. Only a small number of content assets will break through – most become part of the long tail and vanish.

Consuming the content isn’t much better. For the consumer, it’s an overwhelming and bewildering sea of information with no way to take it all in and no easy way to separate the wheat from the chaff.

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Marketing Apps Get Users Engaged

Leveraging marketing apps is one way marketers can help optimize their web sites for lead generation purposes, because these apps get users engaged with content that they’re interested in.

Ion Interactive cofounder and CTO Scott Brinker dove into the subject of website optimization for lead gen at B2B LeadsCon 2014 in New York last week, and said that conversion optimization is an increasingly broad space. Marketers can take cues from salespeople when it comes to understanding customers.

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B2B Innovators Series: Scott Brinker

Scott Brinker is the co-founder and CTO of ion interactive, a SaaS provider of marketing software. Brinker also writes the Chief Marketing Technologist blog and is the conference chair of MarTech: The Marketing Tech Conference. The inaugural conference, which is being held August 19-20 in Boston, is sold out. The next edition is slated for San Francisco, March 31-April 1 of next year. In this Q&A, Brinker discussed how the rise of digital technology has transformed the role of the marketing department.

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What Games Can Teach Everyone About Customer Acquisition

At VentureBeat’s GrowthBeat conference in a session that DominateFund’s Ben Parr moderated, Kabam marketer Kimberly Pointer offered some tips about user acquisition that can help just about any company. And her fellow panelist and marketing partner, Scott Brinker of marketer Ion Interactive, also passed on advice about the insights that games can give to the larger community of app makers, and in turn give them a better chance at success in mobile.

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The New Digital Battlefields

No one is more at the center of this transformation than Scott Brinker, the CTO and cofounder of Ion Interactive who hosts theChief Marketing Technologist blog.  He recently co-authored an article in Harvard Business Review in which he asserted that, “marketing is rapidly becoming one of the most technology-dependent functions in business.”

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Scott Brinker: Technology is as Much a Part of Marketing as Creative

Not every marketer needs to be a technologist, but they should recognise technology is now as much a part of marketing’s DNA as creative and must be represented in the marketing function.

That’s the view of Scott Brinker, CTO of Ion Interactive and blogger for ChiefMarketingTechnologst.com, who opened today’s ADMA Global Forum at the Hilton Hotel in Sydney with a presentation on complex ecosystem of software and technology that has arisen around marketing today.

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5 Things Digital CMOs Do Better

But digital CMOs can’t go it alone. Digital CMOs need to hire the right people to lead and execute. As my colleague Laura McLellan and Scott Brinker wrote in their July-August 2014 Harvard Business Review article “The Rise of the Chief Marketing Technologist,” Gartner finds that 81% of enterprises have a chief marketing officer in place today, up from 70% last year. Seventy-seven percent have a chief customer officer as the primary advocate for the customer and final arbiter on customer experience. Forty-eight percent of the time, this role reports into the CMO, which supports yet another finding: the CMO is on the rise in strategic importance.

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Top 5 Reasons to Invest in Interactive Content

Interactive content does come with limitations and considerations. For one, the novelty effect – interactive content is fresh now, but so were infographics in 2010, and so were blogs in the early 2000s. Soon, a lot of marketers will be using interactive content, and only the highest quality examples will stand out.

But going forward, content marketing will be less about words and images, and more about the holistic experiences that you create for the consumer of your content. As interactive content becomes more commonplace, consumers will come to expect active, powerful experiences of your brand.

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The New Reality for CMOs: Marketing is a Massive but Fragmented Landscape

Scott Brinker has been tracking the marketing technology landscape and released his first map of vendors in 2011 with just 100 companies. Only three years later, the landscape has expanded to 947 companies across dozens categories. Even if the field thins out a little through inevitable company closures or acquisitions and roll ups, this is the new reality: the CMO is forecasted to spend more on IT and analytics by 2017 than the CIO . The pace of change for marketing is accelerating — this moment is the slowest it will ever be.

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Digital transformation: CIO / CMO and the crisis of confidence

Although Gartner phrased its prediction to gain attention, the detailed explanatory presentation offers vague and rather inconclusive data to support the core assertion. In fact, during an episode of CxOTalk, Gartner Fellow, Mark P. McDonald, told me he was somewhat uncomfortable by the whole thing; if you are interested in background about that famous Gartner prediction, the conversation is worthwhile.

Nonetheless, it is clear that marketing technology will consume higher budgets over time, and a quick look at Scott Brinker's Marketing Technology Landscape super-graphic tells the story. With so many companies and segments related to marketing technology, it's obvious that this is a rich and important field.