Can an app drum up more conversions than a landing page?

Landing pages versus apps – among marketers, this isn’t usually an either-or situation.

But for Justin Talerico, CEO of ion interactive Inc., a Florida-based marketing company, landing pages just aren’t giving marketers enough in return for their content marketing efforts.

“Landing pages, which were the backbone of our business for many years, are very sort of binary,” Talerico says, giving the example of a company that offers a whitepaper in return for a lead’s contact information. “Someone either converts or they don’t, and for those people who convert, whether or not they consume the content that’s often behind the gate of the landing page … The consumption of that content is completely unknown.”

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