The Integrated Approach
Putting together a comprehensive internet marketing strategy is a balancing act. The new age of social media has provided us with an overabundance of marketing resources. So the real challenge is to analyze the respective cost and benefit of each of these resources and incorporate them into a meaningful strategy.
That’s why we cling so closely to the phrase, “Why before what.” For example, answer this question in as few words as possible, “Why does your company need a website?” Those who never bother to ask or answer this question often end up with aimless and haphazard websites. However, having the answer to this question will enable you to set specific goals.
Once you have answered “why,” we can answer “what.” We know exactly what is needed to reach the goals that you’ve set. This process enables you to actually see tangible results.
From goals to results
| Specific Goals / Tangible Results | Possible Solutions |
|---|---|
| Increase revenue | Online store Affiliate / Referral programs |
| Broaden reach | Social media Syndicate content via RSS |
| Promote brand awareness | Integrate a professional “blog” Striking logo and printed material |
| Improve customer engagement | Email marketing campaigns Surveys |
| Maximize ROI | Website analytics A/B campaign comparisons |