We all recognize that the technology landscape for marketing has expanded quickly in recent years. Just by looking at the trade show floors of events like Dreamforce or Ad:Tech, we can see how marketing has become focused on technology. Today, we face more technology choices than ever, from bid management to social media tracking. This means that the number of decisions marketers must make when adopting new tech can be overwhelming.

Ion’s CTO Scott Brinker first talked about how technology started to influence more marketing decisions back in 2010. At that time, he shared a small graphic that showed some of the key technology companies in the field. Since then, Scott has updated his landscape a few times. Here’s his latest version, and you can view the blog post here.

With so many choices, it can be easy for us to choose what we could call a generalist solution—or a solution that can do more than one thing. This narrows the number of technology choices that we need to make, which sounds good, in theory of course.

We often see this in the landing page space. Many systems integrate the ability to create a landing page, and even test a page, but few of these generalist approaches provide marketers with the flexibility and agility they need to create the high-performing landing experiences that are the fulcrum of great marketing. And great marketing often leads to great ROAS.

Tom Leung from Google said it best, “Landing pages are essential to your online marketing. Be serious about your landing pages.” Becoming more specialized in your approach to creating great experiences means getting serious about your landing pages. And it will give you great returns. When TechValidate did a survey of our customers, more than 60% of them reported a 3-5X improvement in their results when they moved into our platform (wow!)—that’s the difference that a specialized approach to your landing pages can make.

Getting serious about your landing pages means creating authoritative landing pages, experimenting with progressive conversions, growing engagement with compelling thank you pages, and creating dedicated mobile experiences for your mobile audiences. There are a bevy of strategies available today in our technology-driven marketing world that can help you create awesome landing experiences.