Durring this convergance of traditional marketing and digital media that we have been going through. One never ending theme keeps coming up. Click rates and bounce rates vs just simple marketing. I can’t tell you how many times I have been told by clients. Just get clicks. I don’t care what trick you use. A game… hit the squeel on the head. Whatever.  The same goes for many new companies that think that just by getting a web site up you have done your branding and the company is now in full swin

This morning on the Today Show there was a story on fake web sites touting incredible prices and the fact that they these fake web sites are designed to just get your credit card and personal information. By the way … A genius move on the part of the scammers out there. They rely on the fact that the consumer is just driven by price and deals on the web. So why is that? Well, mostly because for the past decade web sites have been built on mostly rational terms. Branding and traditional marketing concepts have been shoved aside like old women at a sorority dance.  Well, here we are. Some of the big guys have figured it out. But what about a small web site? I feel very strongly that we are now entering a new phase in the interactive world of marketing. The power of emotional branding in the interactive world is now upon us. It’s now not be just about clicks and tricks. Consumers will shop by emotion again. Traditional tried and true marketing principals will be able to come out in the sunshine. And good sound branding will actually help guide how and what is said in the interactive world. Look at Twitter, it’s very much emotion, Facebook, emotion, and now yes… your website click though rate… Are brand rate measurement tools next.