Posted By
Wesley Picotte on 02/19/2010
Dynamic landing pages have fundamentally improved digital marketing programs by
facilitating a shorter path to conversion optimization, a big bonus for
marketers under pressure to squeeze more returns from smaller budgets. There
are other advantages, perhaps less intuitive, but equally as significant, that
a dynamic landing page platform can provide. I cover three of these in this post
series—first up is how dynamic landing pages can provide greater program
control. The second post covers how you can improve the bottom line through
management efficiencies provided by a dynamic landing page platform, and the
third post will show how a dynamic landing page platform can enable sophisticated
marketing programs.
Dynamic Landing Pages and Program Control
Who doesn't love control? Admit it—you love it, at least when it
comes to your marketing programs. Until recently, though, marketing
organizations haven't wielded as much as they could (or should). Why? One
problem scenario White Horse has encountered a few times occurs when Marketing
is beholden to IT to get things done—even basic tasks like headlines or content
swaps.
Now, no disrespect intended to anyone...as a full-service
interactive agency we have our own engineers in the works, and
it has been described to us, in terms that even a marketer can understand, that they have more “important things” to
contend with than changing one stupid headline for another. Forget it if, even
if it does only take two seconds…but I digress. This is a very real problem for
many organizations, but there’s good news for all: This reliance can now become
(mostly) a thing of the past.
Savvy interactive marketers using dynamic landing pages have much more
managerial control over their landing page programs because nearly everything
that needs doing can be done within the platform itself. In fact, the idyllic
ability to test your vision, theory, and good old-fashioned hunch without having
to ask for anything from other departments now exists. Changing headlines,
calls to action, and other content, or even graphics, is now a straightforward
process that can be performed by your average everyday business user—no need to
bother the grumpy dude from IT.
To be accurate, your days of romancing IT aren’t quite over. Dynamic landing
page platforms are fairly straightforward for anyone used to digital management
tools (e.g., site analytics), but note that all platforms are not created
equal. You need to carefully assess your options before making a decision. IT
can provide insight during this process into areas that include platform
compatibility with existing hosting environments.
Hopefully, the true implications of centralized content control are clear.
In one sense, it’s about organization efficiency—with centralized control and less
reliance on other resources like IT, comes less process and a roughly
equivalent reduction in time required to implement changes. This is a material
change that translates to the bottom line. But this new level of control also
means digital marketers can broaden their horizons. Great ideas for
optimization that in the past hit the cutting room floor because of anticipated
political or logistical hurdles can now be bygones. And you can gain greater
latitude for going further with your testing than previously possible.
You can read more about our interactive advertising programs using dynamic landing pages or move on the next post about gaining management efficiencies with dynamic landing page platforms.
Tags: Paid Search, Media Planning & Buying, Rich Media Advertising, Display Advertising, CPA Programs
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