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)?