Object Driven Internet Marketing or Internet Marketing without an objective?
It sounds a bit too obvious really doesn’t it? Why would I possibly be going into an internet marketing campaign if I didn’t have an objective? Well to be honest it’s sometimes about being there for being there’s sake really.
‘Well I set up a twitter account because everyone else has one’.
‘1 in 12 people are on Facebook so it sort of made sense that I was there’
That’s generally followed by ‘but I’ve not done anything with it’. Now don’t get me wrong here, there is absolutely nothing wrong with having a presence on twitter, Facebook and there could be many other places to ‘hang out’.
There are obviously millions and millions of businesses there already. The questions that really need to be asked are ‘why are you there’, and ‘what angle can you approach this from to really enhance and develop your business’?
There can be a tendency to think that internet marketing is almost a separate part of a business which unfortunately often leads to exactly that. It HAS to be part of your business plan with clear objectives, a ‘reason for being’.
If that is structured the right way it not only enables you to decide which activities, tools and technologies may be right for your particular business, but more importantly when things might be going off track it can enable you to bring them back on track before it becomes a major issue. That cannot be underestimated in terms of time, effort and ultimately cost.
The key behind a successful internet marketing strategy / campaign is testing in a nutshell and your specific objective(s) provides the necessary focus! Some things will work better than others, the key then is how you use that information to move to the next level. It’s about making informed decisions, and to help with this there are vast amounts of data available through many free and paid for tools where you can really get down to a micro level of detail.
Whether you need to dig that deep is another issue as there is always the danger of ‘paralysis by analysis’ and possibly being unable to see the ‘wood for the trees’.
There are certain key measures that businesses will always be interested in but it can often be beneficial to dig a bit deeper, it’s all about reaching the right balance. This will also be influenced by the specific internet marketing activities undertaken.
Key considerations and actions:
Make objective driven internet marketing an integral part of your business plan.
Be clear about your objectives – your ‘reason for being’.
Test and monitor all internet marketing activities against your objectives – has to be an on-going process. Approached the right way, will most definitely sort the big boys and girls from the little boys and girls!!!
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