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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Hits - Why “Hits” are worthless to everyone but the technical people.

In lay terms, a Hit occurs when a web user requests a file, not a web page, but a single file. Most web pages are comprised of several files, perhaps one file for one
section of the text, another file for a logo graphic, another file for an ad banner at the top of the page, another file for a little animated graphic, etc. Some more
complicated web pages contain dozens of files and some simple web pages only contain a single file. The implication of this reality is that it’s meaningless to compare the number of hits one website records to the number of hits another website records. It’s literally like comparing apples and oranges. If someone is discussing a
website’s traffic in terms of hits, it safe to assume that either they don’t know what they’re talking about or they think that you don’t know what they’re talking about.

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Authored in 2001 by Stephan Aarstol
while Director of Business Development