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Brinker Web marketers are beginning to embrace conversion rates over traffic data as the metrics of choice to measure online advertising’s effectiveness.
There are two main modes of converting website visitors - the search mode and the pitch mode - writes Scott Brinker, president and CTO of Ion Interactive, in Ad Age (via MarketingVOX). In search mode, the conversion rests in the hands of the user and is organic; paid keywords and SEO are used to increase the chances of a site’s being selected from the user’s search results, thus generating traffic. In pitch mode, the process starts with a user responding to an ad, then being funnelled through a sequences of pages, each tailored based on the respondent’s previous behavior. The end result is to usually acquire the respondent’s contact information.
While the initial ad begins the pitch, the subsequent screens must come together to create a seamless experience, which is key to a successful pitch - and this area is where creative agencies can really shine, Brinker writes.
Pitch shouldn’t completely replace search in a conversion strategy, he says, and suggests giving the user a search-oriented “escape hatch” even when in pitch mode.
Katz Radio Group has snared two more major clients, having approached and signed CBS Radio and Entercom Communications, formerly clients of Interep.
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Editorial, advertising and circulation…
The number of Britons accessing the mobile internet increased by 25% (from 5.8 to 7.3 million) from Q2 to Q3 2008, compared with only a 3% increase for PC-based internet users (34.3 to 35.3 million Britons), according to (pdf) insight data…
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Black Friday is typically known as the day of unbeatable deals, but also long lines, packed stores, and jostling customers.
But this season, online retail giants Amazon and eBay are doing their best to get customers out of stores and…
Despite the U.S. financial crisis and dwindling marketing budgets at some financial institutions, the number of retention-related direct-mail offers sent by banks to current customers in Q3 2008 was 42% higher than in Q2.
View chart of estimated mail volume, Q3…
