We have witnessed some major changes over the last ten years in regard to how businesses are using landing pages. By leveraging modern marketing practice brands have dove head first into concepts like optimization, web strategy, marketing technology, and content marketing.
Over the next ten years, we will see even more change to how brands are using landing pages to market their services. When I read the Gartner CMO Spend Survey 2015-2016 and the Content Marketing Institute’s Deliver Peak Experiences with Interactive Content report I was even more convinced that the landscape was changing. Gartner summed up the synergy that’s going on in digital marketing by simply stating that digital marketing has gone mainstream!
"There’s a merging of marketing offline and online" that will upheave the next ten years of landing pages. Brand marketers have accepted digital as part of their overall strategy by increasing their budgets or focusing on it solely. In most cases, it is now a must-have component of any campaign, plan, or strategy.
Scott Brinker of chiefmartec.com recently called out a few great points from the Gartner report. Scott, citing a spending increase in IT and marketing, states that the increase shows a great intersection and collaboration between the two. Scott goes on to say this means,
Marketers are now seeing the value in using data as a part of their marketing strategy.
Gartner and Scott site the biggest areas of spending going to:
- Infrastructure (e.g., servers, storage, network) to run marketing software (28%)
- External services to develop, implement, and integrate marketing applications (25.2%)
- Marketing and analytics software purchased as a service (24.4%)
- Cross-charges for IT (21.3%)
- Other (1.1%)
The stand-out growth is mostly found in infrastructure and investments into marketing ecosystems. This growth is understandable since it is apparent that marketers are seeing the value in more sophisticated web experiences not just for their audience but for their role. Decisions are no longer “going by the gut” but instead are focused on data-driven-decisions.
When reviewing Content Marketing Institute’s Deliver Peak Experiences with Interactive Content report, we noticed a rise in marketers who wanted more sophistication in their marketing experiences. At ion we have noticed a common goal for most brands: increase the number of touchpoints in order to gather more data.
Content Marketing Institute’s research found that marketers are already leveraging sophisticated experience. Marketers are citing the following top three interactive content types:
Ironically each of the content types fall under the same stage of the buying funnel (early, middle, late). This tells us two specific things:
- Marketers find value in complex experiences such as calculators and configurators. This apparent when reviewing the Gartner CMO Spend Survey which showed that brands are investing in infrastructure. By investing this way they are able to support the modern marketer with tools to create, measure, and succeed.
- Marketers are interested in using experiences that include more audience touch-points since they can calculate a result and marketers gain more insight than they would with a basic landing page.
Throughout the report lead generation is still listed as a number one priority. Oddly though, landing pages are not mentioned in either report. Instead, we're focused on data, insights, and engagement - what does this mean for landing pages? Are they dead?
After reading both reports I believe landing pages are going through a renaissance and are far from death, they just need a bit of resuscitating. We are preparing for a shift where brands and marketers need more data and sophistication than what landing pages provide.
As marketers, we need this information in order to stay ten steps ahead of our audience. By doing so, we will find innovations in marketing long before our competitor.