The big wake up call

I just finished reading Brian Morrisey’s Ad Age article, “Not So Banner Year for Digital” 

Well done piece, essentially reminding us what we already know—ROI is more important than ever. Online marketing has long been the medium that’s cheap, fast, quantifiable. But what about ROI? I think it’s a myth that online marketing ROI is a slam dunk. It’s the dirty little secret of our industry. That’s because we put up an ad, get some clicks and some of them convert.

But when we focus our efforts on post-click marketing, many more of them convert and ROI can be achieved faster, and better. 

Here’s the quote of the article, from David Armano, vp of experience design at Critical Mass.

There’s going to a big wake-up call for brands that the real work begins after the launch.” 

I’d just swap out the word “launch” for “click”, because it’s after the click that the real world begins and our window of opportunity expands. 

Are you post-click marketing?

Comments

[Jeff Ogden]

I too read that article. I believe the search marketing industry is about to hit a wall. Companies today need to connect with people. Just like the webinar on airline branding we delivered last evening, people don't want to be interrupted, but they do want quality conversations. It is no longer about the technology of ranking, but the experience of the humans who interact with your company.