Why Inbound Must Change
Meghan Keaney Anderson

Devil’s advocate here: hasn’t there always been a discrepancy between what consumers say they want and what works? Email spam and advertisements are almost universally reviled, but they still drive huge traffic and conversions for many companies. Similarly, analysts have been hailing the rise of social media as the main source of inbound traffic for years, but many brands just haven’t seen it happen.

Shouldn’t a performance marketer trust conversion rates rather than surveys?

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