Post-click marketing

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Post-click marketing [1] is a term that refers to Internet marketing initiatives directed at respondents who have just clicked on a search engine link, paid keyword, banner ad, or a "call-to-action" link in an email. These initiatives include landing pages, microsites, and conversion paths.

The focus of post-click marketing is usually on increasing the conversion rate of respondents (where a "conversion" may mean subscribing, becoming a qualified lead, or making a purchase).[2] In contrast, pre-click marketing is primarily focused on increasing the total number of respondents to a particular ad or email marketing campaign.

In the December 2006 issue of Advertising Age magazine, Abbey Klaassen called post-click marketing "...how to finish a web sale."

References

  1. The Seven Principles of Post-Click Marketing
  2. Minding the Gap Between Click and Conversion
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