Click-through on the decline
Boy, isn’t it great to be able to track to the penny how ineffective your online paid advertising is?
It is unfortunate that companies are not being properly advised about what is really takes to do business online—and that branding plays a big part in this.
Case in point is a recent article I came across which talks about the lack of conversion and mentions “…Other factors which are generally not being directly attributed to the value of online marketing is branding….”
Traditional public relations have been around for a long long time. Branding strategy and campaigns are not looked upon as direct marketing coupons; it is a PR function not advertising. PR takes a long view and is not “tracked” by day-to-day sales.
True internet branding requires a comprehensive “organic” online marketing & pr strategy. Pay-per-click can get you visible while you are building you brand the old fashion way – naturally, and can then be phased out.