In Web Marketing It's the Pitch, Not the Hits, That Counts

copyright Adage.com
By Scott Brinker
Published: October 03, 2006

Historically, the most popular web-marketing metric has been traffic. How many visitors come to your website each month? How many unique, how many repeat? The web grew up with "hits" as a common denominator: The more you have, the better you are.

So it's no wonder web advertising has been primarily concerned with feeding this engine. The mission of click marketing has been to drive traffic to an organization's website -- keep the number of clicks high and the cost-per-click low. The assumption is if you get enough traffic to your site, especially the right kind of traffic, then web advertising has succeeded and your site can take over from there. And because this handoff is viewed as independent, the teams running the advertising may very well be different than those managing the site.

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