How do you drive Quality Traffic to a non-targeted website?

Photo Credit: Erasmus T

I happened to see a tweet by @clickTRUE that they worked with Panasonic to drive quality traffic to their asia website.  This is in response to my thoughts about this very simple “drive-traffic” marketing.

I read through their post and come to realize that their strategy is a little weird.

In short, they are trying to drive quality traffic to non-targeted landing pages via search engine marketing.

It sounds like the people behind are still working towards increasing “eyeball impressions”.  No doubt that the traffic increased for new visitors, I was wondering what is the after-effect of paying so much money to bring in so much paid traffic…

1. Are these investments going to be returning visitors and/or customers?
2. Is the objective really met?
3. Do they need to continue paying more money to maintain the same sudden surge of traffic?

Have they met their objective in the eyes of traditional marketing?

I believe they had achieved in terms of eyeball impressions… If they were to invest money in TV/Radio/Newspaper/Magazine advertisements, they would have achieved the same kind result in search engine marketing with a more “cost-effective” investment.

Traditional marketing is very unpredictable.  Nobody can ever tell you exactly how many people have seen your advertisement.  Nobody can also tell you if 100% of the eyeball impressions are targeted at being interested with your advertisement.  Moreover, they have flooded their media with so many advertisements… Who really knows if there are a lot of people looking at your advertisement?

However, if you were to talk about eyeball impressions on the Internet, the results are more accurate with some real time statistics to look at.  Anybody – who had not done online marketing before – will definitely be impressed!  Objective is met!

Have they met their objective in the eyes of online marketing?

Nope, not at all in my opinion.  Like @clickTRUE had mentioned, they don’t have targeted contents in their landing pages.  The visitors are simply pushed into their respective product listing pages where they were already pre-built.  By “pushing” the visitors directly into a page where it is not welcoming them in one way or another, the visitors are totally clueless what you wanted them to look out for.  And it is a bad choice to allow the targeted visitors to see a variety of products because they will be lost… I believe that by recommending only one product to the targeted visitor will keep the interest going… And if they want to see more products, they will find their way out for sure… (Or you could have some cross-selling tools in your website…)

But given the kind of task that @clickTRUE has done, I think they are trying very hard to make the best of both world since they don’t have the luxury of building landing pages for the targeted traffic.  (Just take a look at what they have done in their post.)  Objective is not met.

What’s my point here?

I have never thought of driving Quality Traffic to a non-targeted website before.  But looking at how @clickTRUE has done, it is quite amazing to see their solution while meeting their customer’s preferences.  In face, this word “Quality” is quite contradicting as any one of us – who have experience playing with search engine marketing – will view it as paying money to drive traffic for fun or for experience.  It’s because this surge of traffic will almost be gone after the customer has stopped fueling it with money.