Category: Digital Marketing Operations Set-up

With an understanding of the basics of landing page, let us now be familiar with the concept of marketing apps which is an emerging form of a landing page. According to Ion Interactive, one of the top ‘marketing apps’ firm, a marketing app is a browser-based digital experience designed for user interaction, which provides an experience even…

Landing pages can be optimized based on inputs from multiple sources. Key techniques include: LPO Based on Targeting LPO Based on Experimentation

We now have an understanding of the key objectives of a landing page and how they need to be developed in a customized manner for specific desired outcomes. For a landing page to be effective, it typically needs to be regularly optimized in terms of its layout, content, images, form, length, and other elements. All…

With an understanding of the basics of lead generation, lead nurturing, and lead scoring, in this section, we would cover how these efforts culminate into action for the marketer in terms of conversion across each of the funnel stages with the final conversion being the product or service purchase. Any marketing activity typically needs an…

In the last section, we understood key lead generation stages and how marketers need to handle and develop each individual who might just be a casual visitor become a serious buyer. The process of this conversion involves two major elements which need to be understood in detail—lead nurturing and lead scoring. Lead Nurturing It involves…

Leads which are generated in the consumer funnel (see REAN Marketing Engagement Framework in Chapter 1) need to be gradually taken to the action level for the marketer to complete the purchase cycle. Activities performed at each of the funnel stages to take the consumer forward include ‘Conversion’ for that particular stage. Let us look at some…

The lead generation process (according to ‘The Definitive Guide to Lead Generation by Marketo’) involves:

Lead generation, by definition, is the generation of consumer attention or inquiry into products and services of a business. A lead is differentiated from a visitor or a prospect primarily in its intent, as it is more ‘qualified,’ thus, has higher chances of conversion. In our discussion on the REAN Marketing Funnel, we touched upon the…

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…