Digital marketing matures beyond "best practices"

Scott Brinker

Description

Digital marketing matures beyond "best practices" - Scott Brinker My latest article on Search Engine Land, Landing Pages 3.

Sujets

• Digital marketing
• Blog
• Scott Brinker

Informations

• Publié par: Pub.Buzz
• Publié le: 05 mars 2012
• Nombre de lectures: 223
• Langue: Français

Extrait

Digital marketing matures beyond "best practices"

- Scott Brinker

M latestarticle on Search Enine Land,es 3.0Landin Pa, makes the case that landinanda es conversion optimization are moving beyond the era of "best practices." But I actually believe this is a representative sign of digital marketing maturing more broadly. Consider this excerpt from the article: Whereas the height of Landing Pages 2.0 was an everexpanding list of rules and rubrics for implementing good landing pages, marketers who have graduated to a Landing Pages 3.0 mindset have outgrown such checklists and cheat sheets. Instead, they're now driving conversion programs from a higher set of principles:

1. Delivermeaningful, contextrelevant content 2. Presentthat content with an engaging, affective design 3. Offera compelling, but not coercive, "next step" to take

Like an architect who has completed his or her basic design studio courses, practiced and perfected the fundamentals, who is now readto start breakinthe cookiecutter "rules" in pursuit of more impressive and imainative ideas. Or like a musician who has mastered scales, riffs, and proressions —hours and hours of the mechanics of their instrument—amwho is now readrovise andto im with the pros.

Landin Pae 3.0 marketers have studied bestractices, absorbed them into their thinkin, but the're now readto snthesize new creative ideas of their own—unafraid to break the "rules" to deliver remarkable experiences to their audience.

Now substitute "landina es"with anof a number of other subdiscilines in modern marketin: marketing automation, demand generation, email marketing (!), social media marketing, etc.

It's the confidence and wisdom to favor what's "best" over what's "best practice."