Traffic Pool Shrinkage Makes Channel Choice Less Relevant
The available traffic pool is shrinking, and the channel supplying it matters less than before. For traffic-reliant businesses the visit is now only the start of the sales process.
The pool of available traffic continues to decrease. Under these conditions the specific channel that supplies visits receives less emphasis than in earlier periods.
Businesses built around incoming traffic have long treated each visit as the beginning of a longer sequence that ends in a sale. That sequence is now being completed by other means.
Agents handle the remaining steps after the initial visit occurs. Their involvement changes where the main effort must be placed.
The process begins with the offer rather than with the arrival of the visitor. Attention therefore moves upstream to how the offer is constructed and presented.
Core observations
Traffic-dependent operations once measured success primarily by the volume of visits. Current conditions indicate that volume alone is no longer sufficient because the pool itself is smaller.
The identity of the channel delivering the traffic is regarded as secondary. What matters more is the quality and structure of the offer that follows the visit.
What this means for marketers
Review offers first, then determine how agents can complete the path from visit to sale, since channel selection has become a secondary consideration.
This is an original summary published for informational purposes; all rights to the underlying reporting belong to the source.
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