The fourth wave of content marketing, now emerging, is the proliferation of interactive content with responsive web marketing apps.
Marketing apps are participatory, not passive.
A marketing app might be an assessment tool, to help someone understand which stage their company is at in a maturity model for a new technology. A marketing app might be a game-like quiz show to debunk popular myths around a product category. A marketing app might be an interactive e-book that embeds real-time polls, adjustable data visualizations, and an ROI calculator.
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