Online marketing seems to have matured as a business and the metrics seem to have evolved as well, resembling the parameters used in traditional advertising, so that effectiveness is measured by criteria that go far beyond the click and come closer to awareness and the effects on the consumer.
According to Ad Age magazine , the value of using clicks as a measure of effectiveness on the Internet is being questioned by various sectors, which point out that it does not capture, for example, other 99 acres data nitiatives both on and off the Internet that led the user to click on the link.
Furthermore, the click is not going through a period of popularity among professionals interested in consolidating brands and establishing product images, who think that this device and the data it provides are not relevant.
"It's the closest thing to the standard, but it doesn't mean anything to anyone and marketers are tired of hearing about it," says Andrea Kerr Redniss, from the consultancy Optimedia, who pointed out that two thirds of Internet users never click on links and that those most likely to do so are young users with lower incomes.
As advertisers move away from the click as an absolute measure of impact and sales, the online marketing market is splitting into two camps: practitioners who use web engagement to unlock the keys to effectiveness, and deserters of the online trend who are returning to more traditional processes.