Digital Marketing by Epic Innovations Creating an online experience customized to the user is a common theme in online marketing. For instance, let's say that you have an online store selling pearls, and you have several banner ads for the different types of pearls that you sell. When someone clicks on an ad for Tahitian pearls, you want to direct them to a customized landing page that specifically targets Tahitian pearls. Too often online retailers direct all customers to the homepage of their website - and this is a mistake. But how can you make this process manageable. If you selling many products online, and/or are advertising through numerous online channels, you may want to create a dynamic landing page. A dynamic landing page is a template page that changes based upon the page where the user comes. The easiest way to manage dynamic landing pages is to pass the variables through to the page in the querystring. The querystring is the part of the URL after the page name, followed by a ?. For instance, we could create a landing page with the URL http://www.epicinnovations.com/dynamic-landing-page.asp. We could make this page dynamic by adding specific code which "grabs" variables to are passed to the page in the querystring. The resulting URL would look something like this: http://www.epicinnovations.com/dynamic-landing-page.asp?variable1=Tahitian. When the user visits the page, we grab the variable1 that is passed and dynamically create text on the page that includes that variable. Imagine this is like Mad Libs ... "Thank you for your interest in [Variable1] pearls" is what the text could read. We would replace [Variable1] with the variable that is passed, in this case "Tahitian". The same process can be used with emails too. Imagine a tell a friend tool where the email sent is customized to match the product being referred and the friend who is making the referral. For example: Dear [Friend], I thought that you would be interested in [Product]. I think it is cool, and thought that you might too. You can find out more about it here: [Product Link]. Cheers! [Your Name] More than just text, you may want to customize email content using graphics as well - this may increase the sales conversion of your email referrals.