Billions of dollars are thrown at online advertising every year: keyword purchases, search engine optimization (SEO) services, banner ads, and email marketing. $9.3 billion in 2004. $11.9 billion in 2005. Everyone talks about how many clicks you got and what your cost-per-click is.
The real question is: what happens after the click?
Far too often, the answer is nothing. Respondents are frequently dropped unceremoniously on to a regular page in your web site, left to fend for themselves. Weeks later, someone might try to piece together from web analytics what happened to that prospect. But like archaeology, that’s studying a thriving civilization after it’s buried in the sand.
Doesn’t it seem like all those dollars generating clicks could be better leveraged? That's what post-click marketing is all about. Let's talk about it.
-- Scott