Post-click marketing

Post-click marketing [ [http://www.ioninteractive.com/articles/2006/8/1/the-seven-principles-of-post-click-marketing.html The Seven Principles of Post-Click Marketing] ] 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 [http://www.ioninteractive.com/glossary-of-post-click-terms/post-click-marketing/conversion-path.html 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). [ [http://www.ecommercetimes.com/story/55826.html Minding the Gap Between Click and Conversion] ] 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