In the last chapter, we discussed the communication and channel strategies for digital planning. The key objective of these strategies is to generate leads and get the consumer to convert for a sale. This chapter discusses the set-up required to achieve this end goal in terms of building websites, landing pages, or marketing apps to provide the requisite user experience and service elements necessary for leads to take that final action of purchase. This chapter also acts as a precursor towards Part IV of the book on digital marketing execution as it discusses the operational elements which need to be in place to execute marketing campaigns.
The first section starts with developing an understanding of the basics behind lead generation and conversion marketing. Marketers, in present times, need to understand what it takes to develop leads, and how they can utilize multiple messaging and channels to finally help potential customers convert on to their site and fulfill their goals. Marketers need to gain an understanding of consumer needs and their journeys to help them develop the right experience and platforms for their conversion strategies. In this chapter, and particularly the next section, would look at how firms can be best prepared to lead their conversion marketing strategies to fruition.
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