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Most Recent Articles
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- Brand Metrics - How Do You Measure The Performance Of Your Online Brand?
Online marketers have always enjoyed an advantage over their offline counterparts in that it is simple and easy to track visitors and their behavior on the target website from a simple mouse click of a visitor. Traditional online brand metric tools have utilized the "click-to-sale" philosophy of how a website should be positioned and Search Engine Optimization (SEO) has grown up as an online industry to make websites rank higher for the search engines. In recent years this has slowly been changed as brand advertisers have also latched onto the power of social networking sites that look to engage and provide a fusing of the traditional television/radio style media in an online context.
No longer is it enough to simply saturate a website with keywords in order to increase search engine ranking and by that, increase traffic. The emphasis is increasingly on delivering not only traffic with the money to spend on your product but also on delivering information to search engine users that is directly relevant to them. This requires a more sophisticated approach to web marketing that takes us away from the click-to-sale model and weakens the use of brand metrics as a performance measure.
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