In an age where print media is trailing digital growth but display ads still aren’t pulling their weight, publishers are looking to e-commerce to drum up some extra revenue.
In an analytics-obsessed Web climate, everyone is chasing the big story. The problem is, more often than not, big breakout traffic scoops yield attention, eyeballs and notoriety, but very few dollars.
There’s no question that social media is becoming an increasingly important source of traffic for Web publishers, from articles and videos being shared among friends on Facebook to users following individual reporters on Twitter. But it turns out that social media referrals may be worth less to publishers than direct traffic or traffic from search.