Posted By
Wesley Picotte on 03/01/2010
This
short series of posts about dynamic landing pages describes three benefits that
a dynamic landing page platform can provide beyond the anticipated improvement
to campaign performance derived from better conversion rates. My first post
deals with using
dynamic landing pages to regain control over your marketing programs. Post two shows you the
management
efficiencies that can be gained by using dynamic landing pages . This final post focuses
on a real-world example of how dynamic landing pages enable more advanced digital
marketing programs.
Dynamic landing pages and advanced program enablement
In 2009, White Horse managed a multi-channel,
nationwide campaign for KinderCare, the largest childcare provider in the
U.S., and we used dynamic landing pages and IP-sniffing technology to expose
geographic audience segments to geo-specific offers reliably.
Now, if you control how all of your
campaign traffic reaches your landing pages—meaning, if all of your media is geo-targeted
and in turn directs to geo-segmented pages—then presenting the right offer to
the right audience is no biggie. But what if your media-driven traffic doesn't
convert during the first visit and instead returns later to main site? What
about view-through traffic (visitors exposed to your banner advertising who
visit your site directly rather than clicking through to the banner’s landing
page-specific URL)? And what about word-of-mouth? It isn’t far-fetched to
believe that a parent would share an offer seen in a banner to a fellow parent,
and it’s equally easy to envision the call to customer service when the second
parent doesn’t receive that offer upon visiting the site.
These questions highlight some of the challenges we encountered, and each
one needed an answer. We satisfied them all by combining IP-sniffing technology
(our landing page platform integrates geo-location data with IP addresses) and
browser cookies to effectively control the offers displayed on campaign landing
pages as well as the main homepage. This enabled geo-segmented offer testing,
yielding a deep data set about performance variance tied to both offers and
regions and setting the stage for future offer optimization.
None of it would have been possible without the dynamic landing page solution
we employed…well, that's not entirely true, I suppose. Our engineers could have
done it. Engineers can do anything, I’m told, with the right budget in hand.
At face value alone—that is, the value of improving program performance—an
investment in a dynamic landing page platform can make a lot of sense. Add to
this the three unforeseen benefits I’ve described in this post series—management
efficiency, program control, and advanced program enablement, and the investment
becomes even more sound.
You can read more about our work with our media clients at www.whitehorse.com and please contact us
anytime with questions or to hear more about White Horse capabilities.
Tags: Digital Advertising, Paid Search, Media Planning & Buying, Rich Media Advertising, Display Advertising, CPA Programs
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