anna talerico pubcon october 90
TRANSCRIPT
5 tips for High Performance Post-Click Marketing
PubCon Las Vegas 2009Anna Talerico, executive vice president, www.ioninteractive.com
ClickDrive traffic—SEO,
PPC, display, email, social,
mobile, affiliates.
Post-ClickOptimize traffic for higher conversion,
lower cost per acquisition.
Post-ConversionNurture leads
through sale and re-market for repeat sales.
‣ Natural search, direct, social, viral
‣ Low degree of marketer control
‣ Diverse audience funneling in
‣ Customers
‣ Prospective customers
‣ Press
‣ Investment community
‣ Pages needs to appeal to lowest common denominator traffic
Organic traffic
‣ PPC, email, display, direct mail
‣ High degree of marketer control
‣ Very specific placement & message
‣ You know with certainty what they clicked on
‣ You are in control of where they land
‣ You paid for them to click!
Campaign traffic
Organic traffic=optimize landing page for Lowest Common Denominator (LCD)
Campaign traffic=optimize landing page for the Ad & the Message & the Context (AMC)
‣ Allows respondents to self-identify
‣ Allows you to know who’s clicking your ads and what they are interested in
‣ Signals to the respondent that they’re in the right place and you have something of interest to them
‣ Faster path from click through conversion (takes the burden off the user to ‘discover & convert’)
‣ Relevancy increases odds of conversion
Pre-conversion segmentation
1. Differentiate between organic & campaign traffic
2. Message match your ads & landing pages
3. Segment your campaign traffic
4. Give the horse the carrot
5. Test, test and keep on testing
5 tips for High Performance Post-Click Marketing
3xPubCon Las Vegas 2009
Anna Talerico, executive vice president, www.ioninteractive.com@annatalerico