A lot has been written about this, so I'll be brief.
In a conference call today, somebody said, "Agencies need to drive people into the store."
You can substitute "to the site" or "to the register" or, well, pretty much anything.
But I think, more and more, people don't really want to be driven, at all.
They want to be wooed. And rewarded when they get there.
Happy Valentine's Day.