Post-click marketing
Encyclopedia
Post-click marketing is emerging as a recognized practice that aims at improving sales
and marketing
results by focusing on website
visitors when they respond to online marketing activities such as pay per click
advertising, HTML e-mail
s, and paid searches with the objective on increasing conversion rate
s.
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 page
s, 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:
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 budget
s, these services are likely to grow in usage. If used properly, they provide a powerful insight to marketing executives who want to measure online campaigns based on the type of audiences they are attracting, and can be helpful in engaging visitors who normally go totally unidentified by sales and marketing.
Sales
A sale is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....
and marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
results by focusing on website
Website
A website, also written as Web site, web site, or simply site, is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet...
visitors when they respond to online marketing activities such as pay per click
Pay per click
Pay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
advertising, HTML e-mail
HTML e-mail
HTML email is the use of a subset of HTML to provide formatting and semantic markup capabilities in email that are not available with plain text.Most graphical email clients support HTML email, and many default to it...
s, and paid searches with the objective on increasing conversion rate
Conversion rate
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators...
s.
Post-click marketing relies on specific software and services that go beyond the information collected by popular web analytic tools such as Google Analytics
Google Analytics
Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website...
. For example, they distinguish themselves in their ability to supplement IP addresses with data from third-party sources, enabling marketing managers
Marketing management
Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities...
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 page
Landing page
In online marketing a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on an advertisement...
s, or to personalize the content based on the visitor’s language or location. Inside Sales tend to use it for lead generation
Lead generation
Lead generation, or lead gen is a marketing tool used, particularly in internet marketing, to generate consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers....
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 optimizationSearch engine optimizationSearch engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
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
Data extraction
Data extraction is the act or process of retrieving data out of data sources for further data processing or data storage...
tools that can assist the early stages of a lead generation process.
With pressure to generate more leads with small budget
Budget
A budget is a financial plan and a list of all planned expenses and revenues. It is a plan for saving, borrowing and spending. A budget is an important concept in microeconomics, which uses a budget line to illustrate the trade-offs between two or more goods...
s, these services are likely to grow in usage. If used properly, they provide a powerful insight to marketing executives who want to measure online campaigns based on the type of audiences they are attracting, and can be helpful in engaging visitors who normally go totally unidentified by sales and marketing.