Home Page >  Who We Are >  Articles >  Online Marketing That Works   Online Marketing That Works (June 2001) Online marketing not only can work, it can be the most effective way to increase brand awareness and drive sales. However, like any form of marketing, an overall plan is needed to create measurable results. We define these three critical steps to achieve successful online marketing: first create an overall online business strategy, next website design and development, and lastly promotion of the site. The company’s online business strategy must integrate existing marketing strategy into online marketing strategy. Also, the target group either business-to-business, or business to consumer has to be identified. Specific, measurable goals for the online business must be defined, and a constant focus must be maintained on what the company is best at, and then outsource the rest. The company’s website is their face to the online world. Careful attention must be paid to not just the creative and esthetic design, but even more importantly, to creating intelligent information architecture. This means organizing the information to be presented on the web site in a simple and clear a manner possible. This will enable site users to find what they are looking for as quickly and easily as possible. To create a good user experience takes a great deal of time deciding what to put in, and what to leave out because it is not relevant. Also remember that keeping the information on the site updated is critical, or repeat visitors will lose interest. The third step is promotion of the website. Ultimately, the goals are these: get visitors to the site, convert them into customers, and then maintain their loyalty to keep them coming back. Many companies neglect this step until after the site is "live", but we have found it much more effective to plan well in advance of the site launch. In addition, many companies make the mistake of spending their entire budget on the site itself, forgetting that the promotional activities also require budgets. We recommend spending around 1/3 of the available time and budget on the site itself, and 2/3 on promotion. Achieving these goals is rarely simple, of course. It is important to define your online objectives in detail. By paying attention to quality design and development of the site, and having well focused on and off-line promotion, your business can be ready to survive and thrive. Focus on your core strengths, and your organization can compete in the online global marketplace. (c)2001 Zoomdot All Rights Reserved Did you find this information useful? Sign up here for the FREE Zoomdot electronic newsletter!