Abstract:

The current paper aims to offer a clear and up to date overview regarding the online behavior of visitors that access landing pages used by IT companies in online marketing campaigns. This research finally aims to help the marketing analysts (digital specialists) provide their customers targeted content and a clear image of how the product/service or software marketed in their online marketing campaign can fulfill their needs. Throughout the years, the marketing specialists worked tremendously trying to find a way to deliver friendly interfaces and tools, clear content and structure to online users and to be able to catch the responses and transform them in net value. These responses, being vital to the future marketing campaigns, are important to be identified and captured, but just gathering all the responses in a database is not enough for the marketing campaign to be successful; both a system of reference and a reporting program prove to be needed. Collecting only the number of clicks on a web page, visitor journey, along with the time spent on a page allows you to have only few, unsorted information regarding the visitor (information which might prove to be useful for the next campaign the user will be included in), but it doesn`t provide a clear visitor’s profile so that he can be nurtured and touched with a targeted content in a future online marketing campaign. Not having the ability to create a complete visitor’s profile and, further on, an automated system that can pull out an audience list based on similar visitor profiles with similar interests only makes the concept of the online marketing campaign cumbersome and with no specific targeted content. All these details will impact the success of the campaign in low open rates, high number of unsubscribe users, spamming etc. This paper aims to demonstrate how important it is for IT companies to develop and execute marketing campaigns with targeted landing pages for online users, caring about their interests, time and visitor’s journey. With the aim of providing a complex and useful understanding, the paper focuses on the importance, content, structure and design of landing pages used in online marketing campaigns by IT companies following two perspectives: an exploratory, qualitative research aims to underline the point of view of digital marketing subject matter experts, while the quantitative one aims to reflect the point of view of online users/visitors in this regard.