While socialization is most often defined as the process by which a human being, beginning at infancy, acquires the habits, beliefs, and accumulated knowledge of society, I can't help but use the term to describe the process by which marketers add social elements & features to landing pages. There's landing page optimization, and now, landing page socialization.
Last week, on our Post-Click Marketing blog, Scott listed 7 reasons for social networking on landing pages. These include pulling people into active participation with a marketing campaign, adding a vehicle for additional referral traffic, and delivering value to respondents.
As social networks like Facebook struggle to monetize their traffic, social landing pages are able to combine the benefits of social networks, with the power and influence of marketing campaigns. Marketers control the message, but the masses decide how to respond — directly within a campaign. Maybe I'm reaching a bit, but couldn't social landing pages be the beginning of an online marketing democracy? I think so.
-Megan Leap
