The popularity is the second part of my triad. A product, through the website,  becomes  popular, it means: reaches a large number of network users. How to obtain such a large number of network users?  We know that there are many ways to the so-called cheap traffic, even free of charge, with  impersonal, dehumanized browser computers falling on our pages. Is such a traffic worth getting?  Whether we like it or not,  getting popular should convert into a specific currency only through an act of the free will of a real, alive client, and  “entries”, or “clicks” can not  guarantee it. Our popularity in the Internet should be spread among the so-called “targeted visitors” it means: users who access our site with their own will.

The basic criterion for the popularity in marketing is the number.  The popularity appears as an audience, it means spatially distributed population of consumers.

From Wikipedia: “Popularity is the quality of being well-liked or common, or having a high social status. Popularity figures are an important part of many people’s personal value systems and form a vital component of success in people-oriented fields such as management, politics, and entertainment, among others.Borrowed from the Latin popularis in 1490, originally meant “common” or “being well-liked”. The use of the word popular to mean the “fact or condition of being well liked by the people” is seen originally in 1601. Many different variations of popularity exist, and many ways in which to gain it. General popularity usually involves respect in two directions: a popular person is respected by peersand will reciprocate that respect, thus reinforcing the belief of deserving the popularity. Likewise, amicability is an important component of popularity, as a person who does not like others is unlikely to be liked by others.” …”Mind share, or the development of consumer awareness or popularity, is one of the main objectives of advertising and promotion. When people think of examples of a product type or category, they usually think of a limited number of brand names. For example, a prospective buyer of a college education will have several thousand colleges to choose from. However, the evoked set, or set of schools considered, will probably be limited to about ten. Of these ten, the colleges that the buyer is most familiar with will receive the greatest attention. Marketers try to maximize the popularity of their product, so that the brand co-exists with deeper, more empirical categories of objects. Kleenex, for example, can distinguish itself as a type of tissue. But, because it has gained popularity amongst consumers, it is frequently used as a term to identify any tissue, even if it is from a competing brand. One of the most successful firms to have achieved pervasive mind share is Hoover, whose name has been synonymous with vacuum cleaner in the UK for many decades. Similarly, the term “googling“, describing the act of online searching, was derived from the Internet search engine Google; however, since Google remains the world’s most popular search engine, it remains to be seen if the term will become generic for all searches. Popularity can be established to a greater or lesser degree depending on product and market. For example, in the Southern U.S. it is common to hear people refer to any cola-flavored soft drink as a “coke”, regardless of whether it is actually produced by Coca-Cola or not. A legal risk of such popularity is that the name may become so widely accepted that it becomes a generic term and loses trademark protection. Examples include “escalator“, “panadol“, “chapstick“, “tupperware“, “kleenex“, and “bandaid“. Other objectives of mind share include short or long term increases in sales, market share, product information, and reputation.”

If my product reaches a certain level of popularity, it becomes  susceptible to conversion.

See also: Direct Marketing, Lester Wunderman