Are View Conversions Real?
As digital marketers, we are charged with the task of figuring out what is the most creative and effective way to achieve our client’s goals online. In my experience, all companies have the same end goals: generate more customers, increase sales, increase margin and retain existing customers. They may tell you that they are a DR client (read: ROI) or a Brand client but it’s really different means to the same end. When you doing direct response advertising, you’re aiming to capture the user when they’re looking to buy or you’re enticing them to take immediate action through a promotion or sale or what not. When you’re doing brand advertising, you’re building mental equity in the consumer’s mind and driving a message you hope they will associate your brand with. At the end of the day, when that consumer does make a purchase, you hope that your branding efforts had something to do with it.
