Post-click marketing at its most basic is a conversion path rather than a single landing page. People who respond to your ad land on a path. As they move along this path, they make choices that give you information.

Have you heard the concept of "giving the gorilla the banana"? In post-click marketing, the gorilla is the audience you want to convert and the banana is the reason they clicked your ad in the first place.

The type of landing experience that’s best for you depends on the situation. Check out these guidelines to make sense out of the options.

Landing page strategy is about rising above the tactics of landing page optimization to focus on post-click marketing at a higher level. In the spirit of that mission, I’d like to share with you the idea of a "message map"

When you’re in the trenches of post-click marketing, it’s easy to forget the relationship of what you’re doing to the wider context. This is especially true in lead generation because of the significant number of variables that impact success.

The art of aligning your strategic objectives with the needs within your clickstream is critical to targeting your message and converting those people who are the best fits for your offering.

Sheena Iyengar is a full professor in the Management Division of the Columbia Business School. I learned of her work in Malcolm Gladwell’s Blink. Iyengar is one of the leading experts on choice, and how choice impacts our decision-making. She

Sometimes, when we talk about segmentation, we can get caught up in thinking about it as merely categorization—we’re deciding what labels to put on people into and who belongs where. This is like thinking of segmentation as a kind of

Segmentation is immensely valuable. Behavioral targeting of ads is hot because—surprise, surprise—when you give people more relevant messaging and content, you get better results.