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Highlights from Demand Metric’s June 2014: Research of Content Marketers

Highlights from Demand Metric’s June 2014: Research of Content Marketers

Highlights from Demand Metric’s June 2014: Research of Content Marketers

Highlights from Demand Metric’s June 2014: Research of Content Marketers

Challenge: 78% of buyers don’t reveal themselves until they’re ready to buy
Anecdotal info suggests that trend will continue and worsen; buyers will disclose their interest to vendors later in the buying process.
90% of marketers believe it’s important to influence buyers early in the journey
The obvious challenge for vendors is they have less time to influence the purchase decision through direct interaction
Interactive Content does a much better job of educating the buying audience
Demand Metric - Content Effectiveness at Educating the Buyer chart: The study results clearly indicate that interactive content does a much better job of educating the buying audience, as 93% of study participants reported interactive content as somewhat or very effective in this role.
Challenge: 78% of buyers don't reveal themselves until they're ready to buy
Anecdotal info suggests that trend will continue and worsen; buyers will disclose their interest to vendors later in the buying process.
90% of marketers believe it’s important to influence buyers early in the journey
The obvious challenge for vendors is they have less time to influence the purchase decision through direct interaction
Interactive Content does a much better job of educating the buying audience
The study results clearly indicate that interactive content does a much better job of educating the buying audience, as 93% of study participants reported interactive content as somewhat or very effective in this role.
Challenge: 78% of buyers don’t reveal themselves until they’re ready to buy
Anecdotal info suggests that trend will continue and worsen; buyers will disclose their interest to vendors later in the buying process.
90% of marketers believe it’s important to influence buyers early in the journey
The obvious challenge for vendors is they have less time to influence the purchase decision through direct interaction
Interactive Content does a much better job of educating the buying audience
Demand Metric - Content Effectiveness at Educating the Buyer chart: The study results clearly indicate that interactive content does a much better job of educating the buying audience, as 93% of study participants reported interactive content as somewhat or very effective in this role.
#1 Problem: Content doesn’t create enough opportunity for interaction and engagement
Demand Metric - Content Marketing problems chart
Top 3 most used marketing apps
Demand Metric - Interactive content types in current use chart
75% of modern marketers say their content is not even slightly interactive
Demand Metric - Content Type Rating chart
Interactive content converts 2X better
Demand Metric - Conversion Comparison: Passive vs. Interactive chart
Interactive content differentiates better
88% of interactive content users report it is somewhat or very effective at differentiating, while 55% of passive content users report the same level  of effectiveness.
Interactive content gets shared more
“over one-third of study participants reporting their interactive content is frequently or very frequently shared. Just 17% of passive content is shared with this frequency.”
Challenge: 78 percent of buyers don’t reveal themselves until they’re ready to buy
Anecdotal info suggests that trend will continue and worsen; buyers will disclose their interest to vendors later in the buying process.
90 percent of marketers believe it’s important to influence buyers early in the journey
The obvious challenge for vendors is they have less time to influence the purchase decision through direct interaction
Interactive Content does a much better job of educating the buying audience
Demand Metric - Content Effectiveness at Educating the Buyer chart: The study results clearly indicate that interactive content does a much better job of educating the buying audience, as 93 percent of study participants reported interactive content as somewhat or very effective in this role.
#1 Problem: Content doesn’t create enough opportunity for interaction and engagement
Demand Metric - Content Marketing problems chart
Top 3 most used marketing apps
Demand Metric - Interactive content types in current use chart
#1 Problem: Content doesn’t create enough opportunity for interaction and engagement
Demand Metric - Content Marketing problems chart
Top 3 most used marketing apps
Demand Metric - Interactive content types in current use chart
#1 Problem: Content doesn’t create enough opportunity for interaction and engagement
Demand Metric - Content Marketing problems chart
Top 3 most used interactive content types
Demand Metric - Interactive content types in current use chart
75% of modern marketers say their content is not even slightly interactive
Demand Metric - Content Type Rating chart
75% of modern marketers say their content is not even slightly interactive
Demand Metric - Content Type Rating chart
75 percent of modern marketers say their content is not even slightly interactive
Demand Metric - Content Type Rating chart
Interactive content converts 2X better
Demand Metric - Conversion Comparison: Passive vs. Interactive chart
Interactive content differentiates better
88% of interactive content users report it is somewhat or very effective at differentiating, while 55% of passive content users report the same level  of effectiveness.
Interactive content gets shared more
over one-third of study participants reporting their interactive content is frequently or very frequently shared. Just 17 percent of passive content is shared with this frequency