RE: UKNM: Online marketing

[Glen Collins]

Chris,


The obvious first answer is that it depends upon your goals / objectives /

product/service type, but in the main, I would say you should also at least

consider, amongst others:


- Online PR

- Online Promotions

- Email marketing

- Viral marketing

- Word of Mouth / Guerrilla / Community Marketing

- Non-banner-ad paid for Media (eg sponsorship, advertorial, pay-per-click

models etc etc)


Regarding measuring response the paid for media is relatively simple to

track/measure by using stats to give you both the quality and quantity of

response from different media owners / media.


The other techniques are slightly harder - particularly the

guerrilla/community work as by definition you cannot put in targeted links.

However, you can still use 'traditional' techniques such as surveys to give

you post campaign feedback for these mechanics.  The online PR, promotions

etc you can measure response from both obtaining 'media values' from media

owners via them estimating what value your 'column inches' are worth (not

strictly speaking response measurement, but does give you a good indication

of the value of brand awareness that you have generated) and also by putting

in targeted links to measure the traffic in a similar way to the paid for

media.


This is obviously a simplistic answer to an in-depth question; ie what

should go in our online marketing strategy; but hopefully gives a few

pointers.


The key thing that we always preach, is to ensure that you have a 'marketing

strategy' and not an 'online marketing strategy' and 'offline marketing

strategy' - ie it is one overall strategy.


Regards


Glen.


> We are currently reviewing our online marketing strategy and

> I would be very

> grateful if someone can quickly give me a few pointers.  What

> factors should

> I consider in an online marketing strategy apart from:

>

> 1. Banner ads

> 2. Affiliate programs

> 3. Search engine optimisation

>

> and how should I measure response?

>

> If anyone has even any very brief points, they would be much

> appreciated

> before end of today!

>

> Many thanks

>

> Chris Lascelles



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