Summary
This opportunity is best harnessed through careful measurement across all efforts to properly understand the impact of any activity your company creates or participates in on the Web. Starting any effort with a small-scale test helps ensure that a large-scale campaign will have a positive impact. Experimentation can be especially valuable for Web 2.0 efforts, as companies often view these campaigns as more risky.
The flash-fire speed of Web-tech development and the embracing of online activities have led to explosive growth in Web-marketing opportunities. Marketers now have the opportunity -- and duty -- to target information to consumers' specific needs and wants, listen to feedback more carefully, and create interactive relationships with individual customers online. Here are 10 tried-and-true tips for targeted approaches: 1. Integrate online initiatives across all marketing activities. 2. Tie on- and offline efforts together for increased customer interaction. 3. Use social media tools to create conversation. 4. Do not shy away from negative feedback. 5. Find your customers and hear them. 6. Use targeting to pay the appropriate level of attention to customers depending on their value metrics and leverage behavioral and demographic data. 7. Gun for trigger events. 8. Invest in search analytics. 9. Watch keyword investments. 10. Sometimes step away from the spreadsheet and flex your creativity muscle.See the full content of this document
Extract
The Potent Mesh
1 MOVE MORE MARKETING DOLLARS ONLINE
In the past two years the emergence of Web 2.0 has upped spend possibilities exponentially. It is often difficult to find funding internally at the same rate at which technology is developing, but marketers must move money to the Web. The attention level given by companies does not always mirror this trend. Jason Palmer, vice president of marketing for WebTrends, says, "It is not an either/or proposition." Web marketers "will look to integrate online initiatives across all marketing activities," shifting funding to the campaigns proven to garner the most return.The flash-fire speed of Web-tech development and the embracing of online activities have led to explosive...See the full content of this document
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