Generating traffic
The holy grail for any successful web site is to generate enough traffic to monetize its web presence at the levels planned for. Traffic alone makes no money, of course, but the combination of traffic with conversions – assuming the conversions are profitable – represent the success of an online marketing effort.
Generating traffic costs money – in the short term for pay-per-click campaigns, in the longer term, to implement an effective SEO strategy. Depending on the competitiveness of the site subject, the latter may never materialize at profitable levels.
Marketing professionals should always also consider traditional marketing channels in evaluating the best ways to convert marketing cost-center dollars to profit dollars. For many subjects, radio, tv, bench, billboard, press, and flyer advertising campaigns can produce effective results at lower conversion costs than Internet campaigns.
At the same time, a professionally managed online lead generation campaign can be predictable and cost-effective. The advertiser must simply keep all options on the table …
