Advertising Age Article Abstract
In Web Marketing It's the Pitch, Not the Hits, That Counts
How Your Online Ad Is Only a First Step Down a Controlled Path to Conversion
Historically, the most popular web-marketing metric has been traffic. How many visitors come to your website each month? How many unique, how many repeat? The web grew up with "hits" as a common denominator: The more you have, the better you are. But the yardstick of success isn't the number of hits per se, but rather the conversion rate. When you think about it, this is a fascinating divergence of two very different modes of web marketing: search mode vs. pitch mode. ...