BUSI 3503U Chapter Notes - Chapter 8: Search Engine Marketing, Web Traffic, Web Banner
Document Summary
Every site faces unique challenges to attract new visitors. Volume of online content is growing far faster than the number of web users. As web users grow more experience, they are less likely to explore new sites. Drawing more visitors to a site requires a thoughtful web traffic plan. Web traffic plans should consider all the main traffic0buidling sources: branding, online banner advertising, search engine marketing, affiliate networks, social media marketing, wom marketing, publicity, mass media advertising. Effective traffic plans assess the volume and quality of traffic generated. It is important to calculate the cost and productivity of new visits. Key tool for traffic-building analysis is cost-per-action (performance: the cost of the traffic campaign divided by the number of visits that make it to a particular stage, at each stage, visitors decline and costs rise. Basic goal: best traffic at lowest cost.
