Emarketing...Choose Your Weapon!
Emarketing provides an artillery of options in the fight against "slow business growth":
- Pay Per Click Campaigns (Google Adwords, Yahoo Search Marketing, etc.)
- Email Marketing (newsletters, promotions, seasonal greetings, and more)
- Integrated Marketing Programs (initiatives that present a consistent and unified message)
- Search Engine Optimization (where your website ranks in search results)
- Website Initiatives (Corporate Information, Contests, Promotions and Surveys)
Is marketing a priority for your business? Although most businesses would answer yes, their actions speak differently. The general consensus is that there is no direct measure to correlate what an advertising dollar spent equates to in sales revenue. With this perception of indeterminable return, marketing is sometimes thought of as a "no value investment" resulting in zero dollar marketing budgets.
So then how do you extend the reach of your business to an audience? Despite popular opinion, marketing is the answer - Emarketing to be specific. The Internet has grown to produce some very intelligent tools that, in real-time, can capture useful data to provide meaningful insight into online marketing initiatives. Whether the Emarketing program is delivered in the form of an Email Campaign, Pay-Per-Click Advertising, Online Contest & Promotions, Website launches, or Integrated Marketing Programs, performance measures now exist.
For example, email campaigns have the capability to capture open rates, content interest levels, viral successes, and failed deliveries, to name a few. PPC campaigns can track conversions to the penny to determine a campaign's true value. Online website initiatives can capture audience participation, profile users and gather useful feedback. Pageviews is no longer a benchmark website statistic - more insightful measures include unique visits, length of visits, and where site traffic is originating.
Access to this type of data can provide more insight leading to more purposeful action. Businesses can now conduct Marketing Campaigns that can produce powerful data allowing for more actionable analysis. Business has been asking for this - if you can provide a way to measure the performance of a marketing campaign, then I'll market! This results in a wonderful outcome, because more reach leads to more business.
