E-commerce sales can make marketers look good by raising top and bottom lines alike. We’re understandably pleased with ourselves. Yet we’re not satiated—we want more sales and speedier growth. But you’re mistaken to assume that today’s party-like conditions will last forever. In general, marketers are becoming entirely too dependent on today’s online media for low-cost, high-volume traffic to maintain growth. Meanwhile, they continually miss opportunities to convert more of the traffic they already have by not optimizing their content. For decades, the marketing battle has been fought over traffic and impressions. For brand marketers, the more people exposed to your marketing, the better. For direct marketers,
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