(RapidFire is a new feature of the Business in Blue Jeans blog, designed for short “burst” blog posts.)
I’ve noticed a trend among sites the last couple of years, and it’s driving me nuts. I’m sure you’ve seen it: the landing page that gives you the short, “elevator pitch” about what the company does (and maybe a slightly informative video). But that’s all it provides. Want to learn more? You have to give them your name and/or email address just to find out about what they do and how much they charge.
We’ve seen all kinds of companies using this tactic, from retailers to SaaS companies, and it’s time to talk about it.
Why they do it:
Fact: it’s getting harder to get web visitors to ante up their contact details.
Consumers get it: their email addresses are the gateway for marketers to pitch, push, and sell via inboxes. And with more and more companies leveraging digital marketing methodologies, consumers know that their inboxes are going to be more and more cluttered with advertisements.
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