Post-click marketing

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Post-click marketing is emerging as a practice that aims at improving

conversion rates.[1]

It is focused on those sources of traffic that someone clicks from such as display advertisements, keyword searching, email or social media links, and so on. It involves the theoretical models of

LTV (lifetime value) and ROI (overall return on investment). Post-click marketing can also increase its efficiency to create production and improvements continuously by integrating agile marketing practices.[2]

Post-click marketing relies on specific software and services that go beyond the information collected by popular web analytic tools such as Google Analytics. For example, they distinguish themselves in their ability to supplement IP addresses with data from third-party sources, enabling marketing managers to view the name of the company visiting their website, their location, and the industry they are in.

There are many ways in which this information gathered about website visitors can be used.

Marketers might wish to use the information to detect if they are attracting their desired target audience to their landing pages, or to personalize the content based on the visitor’s language or location. Inside Sales tend to use it for lead generation
purposes, writing emails to email contacts they can find for the visiting organization.

Post-click marketing solutions appeal on many fronts:

  • Businesses paying for the traffic to their website through pay per click, search engine optimization and other online activities use these tools to discover more about the estimated 98% (quoted by a case paper from the Marketing Sherpa) of visitors who don’t immediately convert into a lead.
  • Inside Sales can view the keywords used by specific visitors to help qualify a person who has filled in a form on a landing page.
  • Sales managers also find them attractive in their ability to generate email alerts to them when important customers visit their website.

These tools are not so much lead generation software, but more data extraction tools that can assist the early stages of a lead generation process.

With pressure to generate more leads with small budgets, these services are likely to grow in usage.[3]

References

  1. ISBN 007710708X
    .
  2. ^ a b c "A Post-Click Marketing Heuristic". Search Engine Land. 2011-01-26. Retrieved 2017-05-07.
  3. ^ Klaassen, Abbey (11 December 2006). "Post-click Marketing: How to Finish a Web Sale". Ad Age.

Bibliography

  • Principles and Practice of Marketing - David Jobber: 4th edition 2004
  • The Leaky Funnel - Hugh MacFarlane: 2003
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