The previous chapter looked at landing page strategy for paid search campaigns. This chapter considers best practice techniques for creating and optimising effective landing pages. Twelve best practice guidelines for landing pages To be effective, landing pages need to combine the following to improve the user experience and increase conversion rates: Usability Accessibility Persuasiveness Ability […]
The evolving digital advertising landscape means new challenges are emerging all the time. The biggest issues facing marketers today, and how to overcome them, are explored in this chapter. Brand safety/suitability The internet is a place of near-limitless content, unlike traditional media channels such as TV or newspapers, which are finite and more transparent in […]
This quick guide provides advice for businesses seeking to define or rework their brand purpose. It looks at why brand purpose has become a vital component of modern marketing, and why integrating and communicating it effectively can help win customer loyalty and increase employee satisfaction and retention.
A best practice guide offering an in-depth look at brand purpose: what defines it, how to create and implement a purpose, and featuring examples and ways to measure its impact.