Every e-mail , ad and search engine marketing placement entices a click

[Kristijntje]

Every e-mail, ad and search engine marketing placement entices a click by making a promise. Most of the time that promise is immediately broken and the brand behind it is tarnished.

Marketers work very hard at enticing that first response. We treat the click as the objective and consider the battle won as soon as that first action takes place. Little thought is given to what happens next. Sure, a few of us have some topic-specific landing pages or microsites, but most of us are still landing our traffic on our home page -- or somewhere equally irrelevant. It's fair to say that little consideration is given to keeping that first promise.

What you do after the click dictates the impact your e-mail, advertising and search engine marketing will have on your brand. Remember to be on message; use multiple, single-message pages; and trade information within the boundaries of earned trust. You'll get more conversions, increase your ROI and -- most importantly -- keep your promises...

full article: http://ecommercetimes.com/story/ODJTtwzs...mise.xhtml