In an enlightening study by ComScore Media Metrix, it was found that regular, uneventful Websites, like Proctor & Gamble (PG) and Unilever, get far more visitors than their animated and video intensive counterparts - the major media Websites, according to Ad Age.
Another interesting insight is that the traffic isn't even close to being driven by search, but by web display advertising and email marketing.
For P&G, they receive almost 6 million visitors each month, while Unilever gets 3 million.
In what has to be good news for Yahoo (YHOO), the great majority of traffic to these Websites comes from them and their display ad advertising; something that was the original vision of the online advertising model. Google (GOOG) sends very little traffic to the sites.
The thing to learn from this study is that we can't base business decisions based upon the most popular stories circulating through various media outlets.
Certain types of products and services sell far better through services that cater to their uniqueness. Do you think that Proctor & Gamble cares if Google gets the highest grades for innovation or search results? They know who is the most important partner in their specific space.
The other thing is concerning email. Everybody is still trying to convince people that this is a dead, irrelevant, old way of doing business and communicating. Don't believe any of that hype. Sure it has challenges. But like I've said here at thealphamarketer many times: A lot of the marketers that have been around for awhile are still laughing all the way to the bank with their high-performing mailing lists that are being touted as no longer effective.
Visitors and success is driven by far more than search alone. This is a study that proves it again.
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