Digital marketing company Netsertive expanded its marketing technology platform...

Digital marketing company Netsertive expanded its marketing technology platform to hike customer conversions from digital services. Under the new program, when potential customers enter a relevant keyword showing purchase intent, they're automatically directed to a dynamic lead page, Tim McLain, senior marketing manager, told us. Before the introduction of Netsertive’s Local Extend platform, AV integrators -- “if they were doing any Internet advertising at all” -- used search engine marketing through Google and Yahoo text ads that directed potential customers to a dealer locator at a manufacturer website or to the home page of the local integrator, McLain said. A “much better experience,” he said, is to send traffic to dynamic lead pages where consumers are invited to fill out a catalog or make a phone call for more information or a free consultation. With the dynamic lead approach “conversions are significantly higher” and the overall process is better for dealers and for manufacturers that want to increase their brand awareness, he said. In early testing, dealers that had been getting 10-20 qualified clicks a month through searches have doubled or tripled conversions using the Netsertive lead pages, he said. Manufacturers and dealers benefit from national campaigns that spread digital marketing funds “to the local level,” and in the process, Netsertive can provide them with data “down to a phone call or to a sales conversion,” McLain said. Netsertive also is moving into the next phase of its platform to code content so that landing pages render well on mobile devices as well as desktops and tablets. Most Netsertive manufacturer clients report that 30-40 percent of Internet searches come from mobile devices, and “responsive design” will ensure landing pages will look good regardless of the display device being used, he said.