Click-bait strategy is losing traction, but not soon enough
Tom Foremski's Silicon Valley Watcher blog took a look at InPowered (you can read more in the link) this week and it gave me pause to rejoice that someone gets that click bait is a horrible strategy in the 21st century. I'm less than sanguine, however, that the move to engagement as a primary measurement of content success. Sales people get that clicks and unique visits are useless. That's a good thing. CEOs and marketing executives still haven't read the memo(s). That's where the break in the chain is and that's why click-bait companies are still wildly profitable. A company like InPowered has the right approach: charge only for engagement. But that means the cost per engagement is going to be huge compared to the pennies charged for clicks. The executives in charge of the online marketing aren't making the case to the CFO that while clicks cost a lot less than engagement, they make a lot less money. What'...