Every savvy mar­keter knows that cre­at­ing per­son­al­ized and engag­ing land­ing pages can increase con­ver­sion through higher SEO tech­niques, increased reuse of offer­ings, and shorter routes to rel­e­vant con­tent. The ques­tion is: why don’t they do more of it?

The real­ity is: it’s hard and it takes a lot of resources.

It takes time to get these, in the­ory, “quick mar­ket­ing cam­paigns” out the door. A lot of times it takes mul­ti­ple teams to cre­ate the assets. Mar­ket­ing teams have to hire out­side dig­i­tal agen­cies to man­u­fac­ture the HTML, CSS, and assets. Once it’s finally deliv­ered to the mar­ket­ing teams, there is back-and-forth process between the mar­keter and agency to get the details right. Do you have the right text? Is the exact imagery what you’ve been look­ing for? Does it show cor­rectly on the web­site? Does it ren­der appro­pri­ately across mobile devices? Form fac­tors? Then, on top of it all, mar­keters have to make sure the mes­sag­ing is engag­ing across a wide vari­ety of audiences.

Not only do you have to take all of these appro­pri­ate steps for each land­ing page you cre­ate, you also have to iter­ate quickly enough to ensure it’s res­onat­ing with your tar­get mar­ket. Oth­er­wise, all of this trou­ble isn’t worth it.

Attend my ses­sion, “Launch­ing a per­son­al­ized, mul­ti­chan­nel cam­paign is eas­ier than you think,” at Adobe Sum­mit from March 4th-8th, in Salt Lake City, Utah, to learn why mar­keters are strug­gling to cap­ture a crit­i­cal mass of demand gen and how they can eas­ily take steps to cor­rect that.

There are 13 more ses­sions ded­i­cated to Web Expe­ri­ence Man­age­ment, as well as many more fun activ­i­ties and thought pro­vok­ing con­tent to dis­cover at Sum­mit. To find out more about Adobe Sum­mit and some of the activ­i­ties we have planned read my pre­vi­ous blog.

This is an event you won’t want to miss. Reg­is­ter now to be part of the largest dig­i­tal mar­ket­ing and Web Expe­ri­ence Man­age­ment event of the year! Remem­ber to use promo code ASM2013 and save $200.

Chris Nguyen

Prod­uct Marketing