Respondents click through to online campaigns based
on a very small bit of information (a banner, a little text ad), which
leaves a lot of room for interpretation when it comes to meeting their
expectations. As an online marketer, how do you optimize your
campaign to meet the needs of the very different people who may be
clicking on your campaign?
When you implement a post-click marketing strategy into your online
marketing campaigns, you segment respondents by giving them a series of
simple choices about who they are or what their interest may be.
Respondents become immediately engaged with your campaign, and you're
able to provide them with relevant and compelling content targeted to
their needs, while segmenting them into strategically important groups.
With post-click marketing, very early on you can separate the more
desirable respondents from the less desirable respondents, target your
messaging to various audiences, discover who your abandonments are, and
ultimately increase your conversions. Because who said 3%
conversion rates are acceptable anyway? Raise the bar, start
post-clicking.
-- Susan Delz