Are your marketing dollars driving visitors to your site? 

We often write about the value of integrated marketing communications (IMC).  This Independents Mall posting echoes this theme. It also suggests a simple but valuable way to measure the effectiveness of your marketing efforts. 

Make sure you track Web visitor activity right after you mount a major direct mail or advertising campaign that features a “visit our Web site for more information” (or for an incentive offer) call-to-action.  How many total visits were made to your site?  How many of these were Unique Visitors? How does the activity compare with normal visitor counts?   

Did you get a bounce in traffic?  If not, you may want to test another approach in your direct mail/advertising campaigns.