Keys for judging a Web site as an ad vehicle

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  • -As a research tool, your Web analytics may contain clues for the direction of your entire media plan, including print, e-mail and Web.
  • -If you are marketing in multiple media, be alert for offline influences on Web traffic. By looking at the timing of spikes in Web traffic, you may be able to quantify the effect of a direct mail campaign or other paper-based promotion.
  • -Try to correlate Web activities with the stages of your sales cycle. If you can distinguish between early browsing behaviors and more in depth research, you will have a better idea of which activities indicate a potential customer would welcome a sales call.
  • -A lot can be learned from tracking Web visits on a weekly basis. Is awareness and interest growing? How much mileage are you getting from your advertising and public relations?
  • -You know brand awareness is growing if users are coming directly to your site, rather than clicking through from search or advertising results, or if they are searching on your company's name rather than a generic search term.
  • Source: Sue Harrison, partner, Davis Harrison Dion
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