Clicks Don’t Generate Sales – Really?
In case there was any confusion, Nielsen reiterated this week that it has found virtually no relationship between clicks and brand metrics, or offline sales.
Hammering home the point, it just released a case study on a campaign for an unnamed household product, which attempted to demonstrate the disconnect between marketers’ short- and long-term campaign goals.
My comments on this: The take away message in my mind is that solid direct response campaigns are they way to go for brands. Drive your consumers to something they care about, not just your product. Tie your product to what is important to a customer, give them a measurable call to action (coupons, free samples, etc), and watch your online campaigns ROI soar.