Intermediate/ Excerpt...
There are five reasons why I believe a massive wave of marketing apps is coming:
-- > The cacophony of content has become deafening — it’s asymptotically impossible to break through the noise with one more white paper, infographic, webinar, or ebook.
-- > The burden on prospects to absorb all that passive content has become too heavy.
-- > Fill-out-a-form-to-get-an-asset lead generation tactics have become stale — and due to way too much shlock on the other side of submit buttons, prospects are increasingly skeptical of taking the bait.
-- > The value of data from expressed behavioral characteristics of prospects — to feed internal analytics and external personalization — strongly incentivizes marketers to pursue genuine engagement over artificial conversion.
-- > The shift in the buyer’s journey, away from dialogues with salespeople to more self-service research and evaluation in digital channels, now puts the onus on marketing to provide more consultative and useful interactions. There’s a widening gap here today.
We can address these challenges by advancing from an oversimplified content-oriented worldview to a richer service-oriented worldview with marketing apps.
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I don't think we're there yet, as this type of responsive web marketing app is primarily a tech industry driven initiative (although one of our clients, a mortgage company, as an online app for mortgage estimates). For a non-tech company, the issue is cost. For now, stick with visual content.