Why online experience trumps pay-per-click ads

12/23/2013 | Forbes

Performance-based advertising does not account for the diminished returns marketers get from ads as consumers are exposed to them over time, and more ads are not the solution, Paul Dunay writes. "What CMOs need to do is focus on creating seamless, easy-to-use-and-navigate, relevant and meaningful experiences for customers," he adds. "It means taking the slow and steady approach to test and tweak every single experience across the entire engagement funnel and using real-time data."

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