Not all clicks are created equal

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork, LinkedIn

Forrester estimates that by 2014, the web will influence more than half of all retail sales. In this landscape, businesses have to draw attention to themselves, be strategically positioned, and engage consumers with relevant, personalised content after the consumer clicks through to the ‘call to action’ URL. With this in mind, businesses are now working through what the optimum post-click experience will look like for their many different groups of consumers. The ultimate goal? To maximise brand affinity, engagement and ultimately, of course, conversions.

We’re quickly learning that not all clicks are created equal. Not all users are the same, so one digital experience is not necessarily going to resonate with every consumer. To be effective in the online world, brands must determine how to cater to many different audiences, by creating tailored digital assets, landing pages and social media channels for optimal campaign performance.

We’re beginning to realise that the next step to effectively maintaining an online presence is measured by the quality of a user’s visit to a brand’s page – closing the gap between brand awareness and brand affinity. It isn’t so much about the volume of people clicking through to your website, but rather the quality of the consumer’s experience.

If you’re not providing optimised post-click experiences, you’re potentially creating a message mismatch – and that’s the single biggest reason for triggering the back button in a web browser.

For years, marketing professionals have discussed the importance and value of landing pages and click- through. It is only now that digital marketers are beginning to look at the next phase of click-through experiences, the post –click. In recognising the value of providing different digital experiences for different audiences, online brands can ensure that the consumer experience they provide closes the gap between brand awareness and brand affinity, and that is the ultimate goal. So, are you ready to be first past the post(-click)?

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