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 everexpanding 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, contextrelevant 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 cookiecutter "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."