Landing pages remain the most popular tool for online marketing.
Research by Ascend2 reveals that 60% of marketers now integrate landing pages with their email marketing campaigns. The pages are part of a suite of popular marketing tools, including social media (used by 41% of marketers) and online and offline events (used by 37%).
Although the top of the charts, landing pages are generally used in combination with the other elements as part of integrated marketing campaigns. With the increasing popularity of mobile web browsing, tow out of three marketers globally are also ensuring their company's landing pages are mobile responsive, according to the research.
Amongst other aspects, landing pages have the benefit of generating backlinks and, through Google Adwords for example, can also be designed to display different page formats to test visitor behaviour in relation to content, design and even product choice, supported by metrics and analytic tools.