Andrew Chen writes a definitive post on what’s ailing the click through marketing mantra for digital marketers.
Like seriously this post should be read by all marketers. It captures why so many marketers break their head when the google ads and the web banners and the tweet links fail to work in getting qualified people on to the site.
The problem is not of the click through. The problem is everyone is doing it. And in troves. Everybody wants you to go somewhere from the page you have chosen to come to. Now if you did not reach the right page in the first place, there is no need for you to go to where banner is pointing you. Hence the click through fails. Even if you go to the page the banner takes you, there is no reason for you to actually do anything beyond that, which inevitably leads to bounce rates of over 90% in most cases.
Point is do we have a database which works at targeting the right people who need your product/ service. Google ads which are mostly planned in a spray and pray manner do get people on to the site, but then nothing happens after that. Nada.
Google makes the money. But do you?
Simple question, when did you last, personally buy something after clicking on a banner?
The thing we need to remember is that the more we scale on a digital platform used by everyone for every marketing campaign, the less will be the number of qualified customers.
That’s why in the digital realm, where the click through is going to stay, it is better to adopt new technologies at a lower scale and create interest through the new-ness of approach.
Case in point: F Commerce is a failure, but Huggies moved so fast on it that they created a differentiator when people least expected it and made a killing. Everyone else got on the bandwagon and it bombed.
The experience on digital is everything. Then comes context. And subsequently content. If we can create this right and keep the scale realistic, then the click through will provide some value. Or else it is just a tactic that everyone else is doing and something that even you personally never click on when you go online.