Effective Internet Marketing campaigning
Internet Marketing - KPI's
Effective Internet Marketing is a strategic marketing / management initiative aimed to integrate with overall business and marketing strategy. Internet Marketing is essentially a hands-on process of executing various media and software tools associated with search engine marketing, online visibility and brand building techniques.
Meeting Key Performance Indicators (KPI's)
Sustained online awareness and publicity
Considering the life-cycle of a website’s development it is of opinion that an Internet Marketing campaign will only yield sustainable results if actively deployed over a 3 to 6 month period. A careful selection of tactical and creative deployment specifications will be included in proposals / campaigns to provide SME's with the required Internet Marketing tools to meet business and marketing objectives.
Increased visitation
One of the key drivers of an Internet Marketing campaign will be to direct and increase daily visitation to a SME's product / service ranges. Effective creative tool selection will provide the required leverage to increase the average daily / monthly “hits” over the campaign period. A substantial number of visitors does not get attracted to websites directly and is required to be directed via search engines, directory listings and co-operative advertising initiatives.
Increased conversion rates and sales
Increased visitation is no guarantee to direct sales conversions and it is therefore imperative that the Internet Marketing campaign is actively managed as a key success factor to increase product / service sales. During active campaign management it will be required to frequently track and measure visitor behaviour. Dynamic product / service information, communication and visitor / client education will be of critical importance to build online confidence.
Customer loyalty and retention
Customer Relationship Management (CRM) is a business function and will be enhanced by an effective an efficient online presence. It is therefore expected that the e-commerce and customer support platform is in place to facilitate loyalty and retention. The Internet Marketing campaign will continuously evaluate the loyalty / retention challenges and recommendations will be proposed to the client.
Cost effective campaign management
Options offered in an Internet Marketing plan will be a selection of cost-effective creative tools to increase the client's online awareness and publicity to assist with the achieving of business and sales objectives. Success / progress of selected options will be continuously assessed and reported on during the campaign.
Copyright Vernon Chalmers - February 2009
-------------------------------------------------------------------------------------------------------------------------
