Great interview between Kevin Lee (Chairman & CEO of Didit) and Gian Fulgoni (Founder & Chairman of comScore). They discuss the dangers of attributing too much credit for a conversion to the final click made by a consumer.
In other words, conversions are hightest if your target audience already knows who you are, what you offer and trust / likes you more than another brand / product. Therefore direct conversions methods such as Direct Marketing or Google Ad Words, etc are "great closers" and are best when branding/PR did a good job prior.
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