Internet Marketing Digital_marketing_for_dummies | Page 43

PUTTING TOGETHER A GOOD-LOOKING DIGITAL
MARKETING CAMPAIGN
Consider the digital marketing campaign of a company like LasikPlus, which offers the Lasik corrective surgery for
eyesight. As are most companies, LasikPlus is interested in acquiring new leads and customers for the procedure.
In this company’s marketing campaign, a prospect might first encounter an advertisement, such as the banner ad shown in
the following figure.
Source: http://www.menshealth.com/sex-women/boyfriend-voice?
utm_source=t.co&utm_medium=Social&utm_term=593110700&utm_campaign=Men%27s%20Health
Clicking the ad shown in the first figure takes the prospective customer to a landing page, shown in the next figure, that
explains the benefits of doing business with LasikPlus and makes a call to action to schedule a consultation.
Source: http://www.lasikplus.com/lasik-affordable-250_quiz
Selecting the call to action to schedule an appointment takes the prospect to a page where the prospect chooses the most
convenient LasikPlus location for his or her consultation. After that location is chosen, the prospect is taken to a calendar
page where a time for the consultation can be chosen, as shown in the final figure in this sidebar. The last step in setting the
appointment is the entering of name, email, phone number, and birth date to confirm the appointment.