Localized Landing pages versus direct mailApril 19, 2018
More brand managers are supplementing their direct mail buys to include trackable localized landing pages
For Brands targeting local - landing pages can increase return on investment while maintaining brand identity. First, there is an immediate savings from the hard cost of print. Secondly, using localized landing pages, brands are capturing more in-depth information about their local consumers, determining what promotional messages are most effective and gathering key demographic and redemption information to further segment their audiences for future promotions.
So where are consumers actively looking for offers and promotions? A recent Neilson study shows, “50 percent of digital coupons and offers are found on brand sites and apps.” With significant investments in core websites and location pages, brands and their local retailers are more determined to drive additional traffic to engage customers and increase revenue.
The Changing Mobile Shopper
The mobile phone has had a significant impact on the way people shop. Whether shopping online or in a store, shoppers are using their phones to look up competitive pricing, search for coupons or offers or seek additional information like reviews or more in-depth product features before making a purchase. A Nielson report finds that “60% of shoppers use their smartphone to find a product first.”
Using websites and promotional landing pages, specific to promotions, allows brands to influence shoppers who may not have any particular product in mind. Mobile shoppers in particular can be influenced prior to shopping when they have the ability to send promotional codes or coupons to their phones. Neilson also found that “59 percent of pre-shopping activity was focused on finding sales and coupons.” Using printed ads and email marketing containing specialized mobile-friendly promotional landing pages allows marketers to further increase the success of their campaigns.
How to Build and Deploy Local Landing Pages to Drive Traffic and Brand Awareness Locally
Promotional/ local landing pages are a “creative canvas” allowing brands to inform consumers about the unique benefit the product(s) fulfills. Great page design and visually appealing photos and video conveys the brand benefit in an engaging way while offering incentives to purchase such as a coupon, promotional code, product detail or signing up for future offers and incentives.
The key to successfully using promotional landing pages is the ease of designing and publishing promotional landing pages to a single site or multiple local sites. The RallyMind platform has found that brands with 40 or more local or regional landing pages receive 12 times more leads. Nearly every action taken by visitors to the landing page(s) is tracked and made available via API access, allowing marketing teams to make key decisions on campaign direction and advertising channels.