Game of mirrors!
Go to any Digital Marketing site and you are likely to see the following words:
SEO, Content, CES, Analytics, Bounce Rate, infographics, measurement, clickbait.
And here are a few words you won't see:
Consumer behaviour, insight, sales, demand creation, customer centric, value.
You may legitimately ask the question," How can any marketing not talk of consumer behaviour and sales? After all isn't that the very crux of it all?"
Not in Digital Marketing as it is being practised and propagated. Instead of sales, they'll talk about clickthrough. Instead of consumer behaviour they'll talk about bounce rate. It is a game of mirrors. This is why most marketers are completely disillusioned by what they actually get from digital marketing compared to what they expected to get.
It is easy to believe that when someone clicks through to a website he/she must truly be interested in your offer. Yet, in most cases clickthroughs have virtually no connect with actual sales. To know why, simply ask yourself when was the last time you clicked through on a web ad for a hitherto unknown brand and actually bought something. If the unsurprising answer is 'never', you know why sales doesn't follow clickthroughs!
It is the same with bounce rate. A 'clickbait' headline gets you to click but you exit immediately on seeing what's on offer, because it doesn't interest you at all. A little bit of consumer insight would have caused a 'sales induce' headline instead of a clickbait!
So when you go for digital Marketing make sure it is first about marketing. Digital is just a medium.
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