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Landing Page

Everybody loves focused, worthwhile offers; ones that present a reliable and realistic answer to our needs. Correct marketing, true understanding of client needs, utilizing marketing writing principles and creating a supportive design envelope- all can lead to an enhanced sense of belonging and trust on behalf of users/surfers by preventing their resistance and motivating them. This setting is an important step in gaining new customers. Any business dreams of this type of service; rumor has it that it leads to astounding results; the web is full of endless examples of it.
Let's call this miracle by its name: an internet website landing page.
A landing page is (as you might have guessed) a single page, yet constructing this one page correctly and regularly analyzing received data regarding it can revolutionize a business organization by filtering "unwanted" (or simply irrelevant) clients and identifying potential clients. The landing page is being highly regarded as a desired product among organizations worldwide.
How does it work?
Unlike an internet website which features a variety of data, documents and links and is constantly accessible to everyone, the landing page focuses the surfer on a single matter and leads to him/her operating immediately. The landing page's purpose is double: (1) to make the potential client perform a deliberate action and prevent the client from postponing this choice (procrastination is a web-surfer's delight) and (2) serve as a filter for clients to which the product is simply irrelevant.
For example, a large insurance company offering online all insurance and finance services to both private and business clients. The summer arrives and the company wishes to promote and advertise a product, namely "insurance for trips abroad", yet the website is so chockfull of data on a variety of fields and subjects that any surfer might 'get lost'. An optimal landing page would focus on the promoted insurance and increase chances for creating a virtual relationship with the client, accessing the information and completing the deal in a single click.
Herby are a few guidelines for a successful landing page:
• Main heading: one sentence that will allow users to understand where they've arrived including keywords that may lead them to continue reading
• Hero Shot- a picture/video best illustrating your service/product
• A form for leaving contact details
• A Call to Action button- the button users click in order to sign up or purchase the service/product
• Points of persuasion- a paragraph listing the properties and advantages of the offered product/service
• Social Proof- proof of other people using and benefiting from your service/product: amount of downloads/views, positive reviews, media coverage, etc.
The landing page serves as a sales tool that transforms clients from being generally interested in the service/product to being actually and actively interested in it. The following channels are usually exploited:
• Advertising on Google Search- I am referring to funded messages Google presents at the top of search results; these advertisements are based on key words related to the service offered. A surfer Googles said keywords and is presented with relevant results. The point is to present this interested searcher with the advantages of this organization's specific service, thus motivating action and promoting a relationship.
• Advertising via Facebook- based on a similar principle. A surfer encounters a funded ad in his/her feed, clicks on the ad and reaches a relevant landing page. Facebook presents ads according to a highly precise segmentation of demographic components among others in order to generate an optimal match between the advert and its relevant target audience.
• Texting a cellular- Texting a short marketing message containing a link for a landing page. A client receives the message and clicks on the link. Immediately, he/she is exposed to a rich marketing message at the bottom of the landing page.
• QR Code- QR Code is a code that can be scanned by a cellular device in order to access the cellular landing page to which it is linked. It allows the user to reach the page in a single, quick and simple scan. This method exploits the "real" contact with the client in order to push marketing data via another action motivating means.
The good news is that there is no need to be fluent in HTML. A landing page can be edited independently directly via any internet browser; there are several organizations which supply interfaces that allow creating your own landing page in a simple and easy manner. From here you can continue utilizing the landing page's advantages for organization needs; if you wish to motivate workers to perform an action or push them towards an organizational activity, a landing page is a recommended possibility. For example, advertising a customized landing page concerning recruiting workers for an organizational communal activity. By accessing the 'read more' button, workers can sign up for the activity simply and quickly. It is vital to select a focused and concise heading for the landing page that hints towards the content of said activity and will indeed motivate workers to enter the page, read and join the initiative.
Remember: a minimal use of words is, in fact, the essential property of a successful landing page: less talking, more results and more new clients.
References:

http://yazamnik.com/how-to-build-better-landing-pages/
http://www.tvuna.co.il

Lessons

A lesson is a recommendation for future behavior learned based on past experience. A lesson is the product of initiated active thinking performed at the end of an event, project or other selected activity. It is created as a result of constructed learning that is in essence an analysis of results identified and a formulation of the required future course of action in terms of performance in order to prevent similar mistakes in the future or to enhance the advantages of said performance as preparation for the future. There are many lesson-production methods. The most famous one is the After Action Review (AAR).

In practice, since this is a structured process which takes place following processes or defined events, it usually covers only part of the overall organizational knowledge. If we review the quantitative ratio between lessons and practices it seems the bulk of knowledge in the organization is usually accumulated as practices during the work process itself, since producing a lesson is a long and complex process which usually takes place only when certain conditions are fulfilled. The bottom line is that also organizations that produce lessons leave most of the knowledge held by the individual worker and is not managed. It is recommended that each organization that wishes to perform organizational learning will combine the lesson producing & insight management with practices. This combination may well lead to organizational growth leverage.

 

Location Based Services

Location Based Services (LBS) are services that takes users' geographical location into consideration based on technology which identifies this location. Several technologies enable identifying a cellular phone's location data: GPS; cellular antennas, WI-FI hotspots and IP (Internet Protocol) addresses), enable, in various ways to create a map of the area in which the portable device is located and identify its precise location. For cellular companies, identifying location data enables them to provide users with service that includes not only calls, text-messaging and internet browsing but also Location Based Services and focused advertisement.

In recent years, the widespread use of Smartphones along with the development of location tracking technologies have led to the emergence of Location Based Services (LBS) and have created a huge market for new application in the field of providing relevant data to users. LBS utilizes the users' location to provide them with service that addresses their needs at the given time, from maps and transportation services, restaurant searches, social media, points of interest, etc.

Location-based applications are useful for both users and various advertisers.

  • Navigation applications: We all know of Waze, but there are many other navigation applications that serve specific purposes such as apps that locate specific services products/services, navigating through tourist areas, etc. Hereby are some examples:
    • Waze: navigation services for cellular with communal properties; enables users to navigate via GPS and view traffic reports uploaded by its user community.
    • Google Maps: uses location services and utilizes the GPS feature built in to any cellular device. Thus, one can navigate from one point to another using the Google Maps application without connecting to the internet.
  • Recommendations and data according to location: locations and professional services
    • Yelp: a popular application among US citizens which utilizes LBS and enables locating tens of types of businesses from banks to hotels to nearby theatres. A quick search for business type or name, displaying their location on a map, read customer reviews, etc. are all available without connecting to the internet.
    • Yellow Pages Local Search: an application that enables reaching any professional we seek based exclusively on satellite network and your device's GPS. This app provides users high value with no need for internet connection.
  • Location-based dating and social networks:
    • Tinder: a location-based cellular application. It enables to users to communicate if they find each other appealing; this app is mostly used for romantic purposes.
  • Security applications: applications for personal security, such as apps that call rescue forces or those that serve users when wishing to navigate quickly to a destination.
    • Reporty: an app that informs us when we are in danger, this app utilizes the video camera in the device's GPS receiver's video camera. Thus, the app quickly transmits detailed data regarding the users' location and the type of problem with which they are dealing. It is connected to various rescue services and can also define friends/family that will get a message of an emergency if one indeed occurs.

The future is here!

Unlike current services which are merely location-based, the future will feature services based on data such preferences, age, intention, etc. By collecting browsing data from various digital channels, the users' intentions can be immediately analyzed and integrated with their historical data. They can then be provided highly available service and make much of the information accessible using Location Based Services.

 

References:

http://www.geomarketing.com/geomarketing-101-what-is-location-presence-management

http://www.doc.ic.ac.uk/~nd/surprise_95/journal/vol1/mkh/article1.html

Location Intelligence

Location intelligence (also referred to as LI) is part of Business Intelligence. This field is focused on providing geographical information (GIS etc.) regarding an entity. This in order to assist in making decisions based on this information. The program enables combining marking, alerts and indicators on top of layers of geographical information (mainly maps, yet not exclusively).

An example of using Location Intelligence is making decisions regarding where to open networks' shops based on demographical data related to the area. Another example is network planning.

Content worlds which already contain LI applications include Military Intelligence, asset management, the hotels & restaurants business, retail etc.

There are several designated programs which are used for Location intelligence, such as SAS (combined with ESRI) Pitney Bowes, Woburn, CMC, Spatial DMTI, etc.

These softwares usually include three components: the software itself, content (geographical, in this case) and services.

The majority of the market still views LI solutions quite conservatively after years we have grown accustomed to seeing the different KPI only on statistical reports, yet it doesn't seem that it will take long till organization learn to differentiate between places in which LI is merely 'nice to have' and places in which it provides added business/military value.

Logos

What are Corn Flakes without their rooster? What are raisins without their sun-maiden the box?

The marketing activity outlines a route according to which interaction with clients will be conducted. Whether if this is an intra-organizational client or an extra-organizational one, there is a need to connect the client to the provided service as to the service provider and to generate communication, understanding and loyalty. The logo is the graphical symbol which is identified with said marketing activity, the 'face' of the concept, created in order to indicate and symbolize another factor and to be identified with it in the service consumer's consciousness. A logo creates reality, a logo generates identification with a specific world of values, and logo defines identity. In short, a logo means you exist.

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