News Byte: Marketing Apps for Marketing Dummies
Pre-fab apps for the code-ignorant
Marketing apps are all the rage, in B2B and B2C circles alike—a boon to programmers at interactive agencies schooled in the art of app-ifying quizzes, contests, white papers, and assessment tools. But today at Marketo's Marketing Nation Summit, ion interactive introduced a new feature on its marketing platform that brings app-making to the code-ignorant.
Ion's answer is an off-the-rack subscription program presenting a library of pre-fabricated apps into which marketers can plug their own content. They can be mixed and matched to make even more customized apps, and a “creative studio” helps the adventurous design responsive Web pages and animated features.
Long-term users of the platform inspired the new application. “We noticed our lead users'…innovating new way of enticing prospects beyond the typical fill-out-form, download-an-asset approach that everyone else was doing,” says ion CEO Justin Talerico. “As we saw them double and triple their conversion rates with these new strategies, we realized they were on to something transformative.”
Marketing apps are on the rise because they tend to increase engagement after initial contact. White papers, for instance, become participatory learning apps; pricing spreadsheets morph into interactive calculators.