Click-throughs just a Quick Snack for Hungry, Hungry Marketers
Good timing, Jason Lee Miller. In his March 7 article on Web Pro
News called “Know Thy Market: Beyond the Click-through,” he states that search
marketers tend to focus more on the click-through than their relationship with
their customer:
Think of it this way: in the cartoons of old, two characters
are stranded on a small desert island. It doesn’t take long until one sees the
other as a pork chop, and the pork chop doesn’t appreciate it one bit. If
customers become dollar signs in your hungry approach to them, they’ll sense
it, and avoid you the best they can. It’s important to eat, everyone knows, and
click-throughs and bottom lines are what make the whole endeavor worth it. But
there’s an art to seduction, and if achieved, loyalty results – closing one
sale one time has little bearing on long-term success. Success, ultimately,
takes closing many sales many times over.
Branding. Presence. Target markets. Starting to sound
familiar? Being in the right place at the right time, and, as Martin says, over
and over and over again. Search is overrated: “People don’t just go to Google
and type in a word they’ve never heard of.” How did they get to that point? A
social bookmark? Viral video? A blog? Finding those factors – and quantifying
them – is how things are going to work from now on.
