Digital marketers create a landing page for visitors to “land” on after they click an email link or banner ad among possible springboards.

Unlike website pages, that have many goals and encourage exploration, landing pages are designed with a single focus or goal known as a call to action (CTA). The call to action, if designed well, increases the conversion rates of your marketing campaigns.

In the case of Viacom, its landing pages included embedded videos, highly entertaining and dynamic CTAs.

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