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A trio of digital-marketing experts explains the huge gap between the number of people who visit websites in response to online campaigns and the number who become customers–and offers a well-tested approach to achieve better results. Early Internet entrepreneurs counted “eyeballs” to determine whether their offerings were successful. Soon, however, online marketers realized that visitors viewing their banner ads and paid search listings were only part of the story–and a minor one at that. Then came the ascendance of “click throughs” as the benchmark for effective Internet marketing. More recently, however, digital marketing has moved beyond merely counting clicks on display ads or hyperlinks in e-mail campaigns. Today, marketers worry about converting those prospects into sales leads or actual customers. That’s where post-click marketing comes in and where this informative how-to provides the answers. The authors, all veteran online marketing consultants, f (more…)

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