Post-Click Marketing Review - Week of January 16th

Welcome back to our second edition of our weekly post-click marketing review.

I’ll start out with a topic that continues to gain headlines — maximizing ROI in uncertain times. Chris Copeland considers 2009 to be the “Year of the Calculated Risk”. While establishing a great post-click marketing program is a surefire way to get the most out of your marketing budget, for many marketing departments, it’s new territory. Consider post-click marketing to be the most valuable “risk” you could take in ‘09.

Jason Lee Miller at WebProNews agrees. He says “Bad Times Call For Better Marketing, Not Less”.

Lee Odden of TopRank compiled a great list of studies and headlines that ask, “Should Marketers Shift Offline Budgets to Digital Marketing?” We certainly think so — but only if you’re focused on maximizing the value of each click. 

In a recent DMNews article, Mary Hurn and Chantal Tode ask “Can digital marketing save retail?” It sure can — with great post-click marketing. What was a satisfactory conversion rate in 2008 really doesn’t cut it in 2009 — which is a good thing. Marketers have underachieved for far too long.

Finally, eMarketer says that “at least one-half of the planet has a mobile phone”. There’s no better time to optimize your ads and landing pages for mobile devices. Get your mobile strategy ready — before you’re competitors beat you to it.