I attended a webinar this week on the topic of Sales 2.0. Essentially it was about using some of the online tools we have to be more efficient in the prospecting and sales process. I also came across my first instance of the term ‘conversion marketing’, and the same day was asked about the impact of Web 2.0 on conversion strategy.

Now I appreciate the value of creating labels for things, it serves as a sort of short-hand, and allows us to convey a depth of meaning with only a few words. When Web 2.0 became commonly used, I just shrugged my shoulders, when Sales 2.0 came into use, I rolled my eyes. But at the point we have to label ‘conversion marketing’ I really have to draw the line.

Isn’t all marketing conversion marketing? Or if not, isn’t the old phrase ‘direct response marketing’ just as descriptive and useful as ‘conversion marketing’? Maybe we should go all the way and just call this Web 3.0!

I agree that there is somewhat of a void in the conversion space (just listen to me try to explain what I do for a living, to a neighbor or acquaintance), but I think the void is in understanding, not labels. Too few marketers and executives still ’settle’ for poor website performance, hiding behind industry average numbers (like 4-6% conversion rate), not even aware that a well implemented strategy can drive conversion rates well into the double digits.

If we’re gonna start a new bandwagon, then I’m all for it. Let’s beat the drum of a higher expectation from online lead generation. If that bandwagon needs a new label, like conversion marketing, then I suppose I’ll just bite my tongue as I beat the drum…

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This entry was posted on Friday, June 19th, 2009 at 7:56 am and is filed under conversion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.