An Introduction to Post-Click Marketing
“Unlike a random access website or a landing page, a conversion path is a series of screens where a respondent’s choices are limited, controlled and pur
Click. Click. Click.
Keyword purchases. Search engine optimization. Banner ads. Email marketing. We’re spending millions in online marketing looking for the holy grail-the click. Hottest of all is search: we spend more on it than any other category, and have fueled record growth for search engine marketers-over $7 billion for Google alone in 2006. Everyone talks about how many clicks and the cost-per-click. According to industry projections, marketers will spend $20 billion on e-marketing in 2007. As marketing tales go, only about 3% of these expensive, hard-earned clicks convert-97% of online marketing goes nowhere beyond the first click. When did 3% conversion become acceptable?