Measuring interweb advertising effectiveness in terms of "clicks" is like expecting the people sitting in the bleachers of turn three at Daytona to whip out their cell phones and call DuPont every time Jeff Gordon drives past...
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3 comments:
I'm a professional marketing weasel, and yes, clicks is not a good metric by itself.
It is, however, a good starting point. Once they hit your site after the click, that's when the REAL fun starts.
Or as effective as counting the number of people who pull off the road to call the number on a billboard.
Online advertising really should be split into two types: "Buy stuff now" ads where clicks is an effective measure and "billboard" ads that drive product awareness, but arent expected to drive immediate sales.
Taylor: they are, that's why we have CPC and CPM cost models.
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