The Landscape of a Landing Page

Lets start with defining what exactly is a Landing Page. By definition a landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Just think of a a parking lot after a huge concert. The parking lot is the landing page and the exit or destination is the drive for the cars. As the marketer the goal is to direct all the traffic  to go to point A exit instead of point B. Still confused? It can be a little confusing. Many people assume a landing page is the home page of any website but not really.

The rise of search engine marketing (SEM) and social media marketing (SMM) has allowed traffic to websites to grow leaps and bounds. Lots of website owners are leveraging paid search advertisements, Facebook, Twitter, search engine optimization (SEO) and more to get people to visit their websites. The key to handling the traffic that comes in from SEM or SMM is what is known as a landing page; the first page a visitor sees when they visit a website. 

A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar. Landing pages must be well designed, visually appealing, and easy to use if traffic is going to be converted into something valuable. There are several things that factor into the effectiveness of a landing page. 

Landscape of a Landing Page

HEADLINE: This is the first thing that visitors see. Since you only have a couple seconds to grab their attention, make it clear, concise, and interesting. The Unique Selling Proposition (USP).

THE HERO SHOT: (image/ video showing context of use)

OFFER: Whether it is a free download, consultation, trial, or other service, provide some value to the customer in exchange for them submitting contact information.

SOCIAL MEDIA: In today's time social media presence is essential everywhere.

CALL TO ACTION: A single conversation goal with or without a form.

So as a marketer if you use the five essentials listed above you are sure to lead that heavy traffic exactly to whatever point you want to lead them to.

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The Subliminal Brainwashing of Advertising In Video Games

I came across this very interesting article on engaging consumers via brain chemistry. Since the topic for today’s blog is advertising in gaming I thought it was appropriate to look further into this article. 

In 2009, Apple began allowing developers to make monetary transactions with gamers from within the games, not just an initial purchase. In-App-Purchase (IAP) bears all the hallmarks of a paradigm shift. Not only does it radically alter the market (games that would cost fifty bucks on a console are now free), but also it births a whole new philosophy of engaging consumers that works at a brain chemistry level.

Is this some sort of subliminal brainwash? Yes I think so but yet again we are advertising. The core of advertising is based off of consumer behavior and persuasive sales techniques. 

The brands that will win in the digital space will be the ones who know how to manufacture not just cars and beer and detergent. They will also know how to tap the chemistry in the heads of their customers and do it daily and relentlessly. We live in an almost completely digital age today. TV is starting to become a thing of yesterday since now most consumers use Netflix or Hula. Who is the target market that we can catch on the daily and relentlessly? Video Gamers, Millennial, baby boomers. Video games attracts a wide range of the target market. 

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