With Today’s technology it is easy
for a company to count how many times their site is visited. What a company
really needs is the metric that helps them identify how many different people
visited the site versus that one person who visits the site thirty times
deciding if they want the sale item. This metric is commonly known as unique
visitors. “Unique visitor is a term used in Web analytics to refer to a person
who visits a site at least once within the reporting period” (Techopedia, 2016).
Unique visitors can provide crucial
data for companies that allow them to identify the success of their marketing
campaigns and their ability to drive traffic to the site. Successfully driving
traffic from marketing campaigns is imperative in today’s technology, digital
media world (Brehme, 2014).
A great example of a company that
actively tracks their unique visitors is Indeed. Indeed is a job posting site
where companies post available job positions and potential employees can apply
to these openings. Indeed actively promotes the over 140 million unique
visitors it has every month (Indeed, 2014). This is a marketing tool that tells
companies how many people they are reaching by posting on their site, and lets
employees know that this is the place to go to find the best job postings.
Keeping track of the unique users helps drive more users and traffic to the
site.
Unique Visitors is also great for
businesses that experience seasonal changes. Companies are able to keep track
of traffic changes during certain seasons, which can lead to great marketing
advice. The ability to identify peak seasons and times allows marketing
departments to determine when seasonal campaigns should begin and when they
should start to whine down. Identifying this timing is just as important as
creating a great campaign. Malcolm Gladwell most famously discussed the
importance of timing with his example using Bill Gates:
“Why
is Bill Gates a billionaire? He's smart, of course, and he has tremendous
ambition. But he probably wouldn't have started Microsoft (MSFT) if he hadn't
been born in 1955. That made Gates old enough to take advantage of the
opportunities that opened up with the introduction, in 1975, of the Altair
8800, the first do-it-yourself computer kit. But he wasn't so old as to be too
settled in his life to take a leap of faith” (Bloomberg, 2008).
This excerpt from Gladwell
perfectly explains that timing can create a crucial advantage in a person’s
life and this can be carried over to marketing campaigns as well. If a
marketing campaign is released a day or two after or even before a major event,
can be the difference between a effective campaign and a complete flop.
References
Brehme, A. (2014, June 17). How Unique Visitors – and Mobile
Users – Tie to Your
Bottom Line. Retrieved October 17,
2016, from
https://www.hostway.com/blog/how-unique-visitors-and-mobile-users-tie-to-your-bottom-line/
Gladwell's Outliers: Timing is Almost Everything. (2008,
November 20). Retrieved
October 17, 2016, from http://www.bloomberg.com/news/articles/2008-11-19/gladwells-outliers-timing-is-almost-everything
How 140 Million Unique Visitors Use Indeed to Find Jobs -
Indeed Blog. (2014,
March 27). Retrieved October 17,
2016, from
http://blog.indeed.com/2014/03/27/how-140-million-unique-visitors-use-indeed-to-find-jobs/
What is a Unique Visitor? - Definition from Techopedia.
(n.d.). Retrieved October 17,
2016, from
https://www.techopedia.com/definition/1611/unique-visitor
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