Conversion optimization in the new marketing landscape
Aug 11, 2011
Conversion optimization as the epitome of the new marketing: an agile blend of analytical experimentation, creative content, engaging user experiences, and performance metrics. Those principles are applicable in almost every corner of the marketing department these days.
Conversion-oriented marketers are particularly adept at seeing up and down the funnel — roughly left to right in this graphic — from ad management and social media marketing through to marketing automation, email marketing and your CRM. After all, conversion optimization is often a mission to provide continuity, connecting the dots along a series of touchpoints that our audience has with us.
It’s this multi-disciplinary, cross-category experience that makes conversion optimization folks typically comfortable working across the gamut of all these marketing technologies. It’s a pragmatic intersection of creative vision and technical implementation.
That positions conversion-oriented marketers who are likely to have had measurable success working within this ecosystem, for greater leadership in the evolving marketing organization.
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