Traffic flow counts

I accept that there is value in owning and mining consumer transactional data, but without a diverse range of products on the site, it’s going to be very difficult to attract any sensible level of traffic and make worthwhile correlations between behavioural trends.

Perhaps the plan is for GSK Direct to become a broader online health store or pharmacy. If so, will wider product ranges be introduced, or will the site develop into a health portal such as Net Doctor? Judging by existing information on the site, the latter looks a more likely route.

Either way, its success will largely come down to relevant visitor numbers, and how consumers are going to find the site. That’s where social media could play a powerful role, helping drive search via free advice, forums and discussions.

Saman Mansourpour, Partner, TheAgency


Use power of content to aid engagement

Marketing Week

At last a cover story that puts content at the heart of marketing (MW 9 September). In today’s multichannel world only those brands that truly grasp the power and potential of content to engage with their existing and new customers will win. Of course most, if not all, agency disciplines are trying to get a […]

Use pay-as-you-go systems to develop relationships

Marketing Week

I read your article on “How to retain customers and build brand loyalty” (MW 9 September) with great interest. While using transactional data and web-based metrics is a good start in helping brands to build and maintain relationships, it is still only pecking around the edges of the wealth of customer data available from visitors’ […]


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