A call to action, in marketing, is an image, a line of text or a combination of the two that is aimed at encouraging readers, listeners or viewers to take the next step.
An effective call to action comes after the marketing message and makes it clear what the marketer wants the audience to do (such as “liking” something or making a purchase) and can be included anywhere in a marketing message in a print communication, on a website, in an e-book, in an email, at the end of a blog post or on social media. A marketing message may have more than one call to action.
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