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Larry Bruce

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Post-click marketing continues to gain mainstream acclaim.

I found this great article by Miro Kazakoff, managing director at Compete.com, wrote a great article on MediaPost,

SOS For Marketers: Avoid a Crash Landing.

"The fastest, cheapest way to boost return on your online advertising investments has nothing to do with the design and placement of your creative. Based on a recent study, it is possible that your competitors could be generating five times the ROI as you are with comparable messaging and spending.

What can you do right now to increase the ROI of your ad campaign? Pay more attention to the post-click experience.”

(The Emphasis.)

   

Kazakoff goes on to offer four lessons:

1.     Don’t get between your customer and the activity you are trying to encourage — except when it helps customers get there. “Advertisers must help customers transition to the shopping experience through dedicated, quick-loading landing pages that tie the messaging and look of your advertising to that of your website.

2.     Clear calls to action are key.

3.     Excellent integration and execution are needed. “One of the complexities of designing full landing page experiences (rather than just optimizing button placement or offer levels) is that it is never one component that drives success.”

4.     Benchmark against rivals. “Given the disparities in post-click performance and the potential for direct improvements to ROI by boosting post-click performance, CMOs spending money online should all be asking their teams some questions: What is the Best in Class performance in our industry for engaging and (if applicable) converting people who click on our ads? Where do we stand in relation to Best in Class?”

These are excellent points I couldn’t agree more. After reading Compete’s conclusion that post-click experiences are the key to competitive advantage in online advertising — something I have said for many years but am thrilled to have validated by an objective third-party study — I had to track down as much of their original research as possible. On their blog, I found the original post by managing director Miro Kazakoff, Where Have All the Clickthroughs Gone?, that reveals two case studies where competitors in the same market had dramatically different conversion rates based on their post-click experience. The first compared data across 20 campaigns from wireless carriers. The results show that the top quartile does 515% better than the bottom quartile: compete-wireless   Remember, all of this is after they’ve already won the click. It’s what happens next where the rubber meets the road, you have now paid money you need to get the bang for your buck…conversion.         Their second example was from the credit card industry, where campaigns to get respondents to start an application had a — get ready for this — 30X difference between the best performer and the worst: compete-cc               Come by the Post-click-marketing round table at the Driving Sales Summit or just find me there I love to talk about this stuff its been a passion of mine for many years.

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