By Chris Chariton, thanks to Online Media Daily by Media Post Publications.
It's time we re-framed the concept of "driving traffic" to Web sites. Just what is traffic anyway?
Once upon a time, it wasn't much more than a bunch of anonymous vehicles, people or things moving from one place to another. But since the dawn of the Web, it's what companies receive when visitors click from one place to another. And that's the dissatisfying result: If your Web strategy focuses on driving traffic, you end up with anonymous clicks and page after page of site traffic reports of limited value.
In short:
a) Think customers, not clicks
b) Try online directories, e-newsletters, banner ads
c) Convert from Visitors to leads
In full:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=85636&Nid=44429&p=948634
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