Where Post-Click Marketing Fits in the Picture

by Justin Talerico

Published on November 1, 2009

We've come up with a way to visualize the total cost of online marketing in the context of the funnel. We've highlighted cost centers in the graphic—and most importantly, the paths to increased online marketing performance and significantly higher ROI.

In the pre-click world where we seek to optimize click-through rate, the two primary performance drivers are targeting and creative. In the often under-served post-click world where we seek to optimize conversion rate, the two analogous drivers are message matching and creative. And yes, those are essentially the same drivers in both the pre-click and post-click worlds — just slightly different takes.

So the burning question remains: Why is so much effort put into the pre-click piece and so little effort put into the post-click piece? It's one puzzle after all. Remember, landing pages are sexy, and you have a five- to 30-times gain by paying closer attention to them.

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Justin Talerico is CEO of ion interactive (www.i-on.com), a company that pioneered in post-click marketing. Justin and his colleagues provided professional guidance and assistance in the development of SmartTools: High-Performance Landing Pages, specifically for MarketingProfs Premium members.

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