Internet Marketing – Allocation of Resources

Posted on October 7, 2008
Filed Under Email Marketing, Internet Marketing, Online Marketing and Business, Search Engine Optimization |

Online marketing is broad with many different strategies to follow. The possibilities are almost endless and it’s impossible to use all channels of marketing. That’s one of the reasons marketers need to focus client resources on the channels that will be of more benefit to the client and the project at hand.

It’s essential that relevance and the right approach play a big role in the overall marketing strategy of a specific client. Here are some of the basic ideas I came up with;

-    Backlink creation is important for popularity and increasing search engine rankings. However, all backlinks need to be relevant. Do not waste time on buying links as Google can detect link farms right away. Also, try to avoid getting links from non-relevant sources. Make sure all links come from within your industry.

-    Viral marketing is a great way to promote a business online. The potential is huge for generating traffic. However, do viral marketing only if you have a great and creative idea. For example, imagine that “Men’s Warehouse” is a client of yours and you want to do a video. What if you were the first agency to shoot a video named “How to tie a tie”? (This video has over a million views on YouTube) Don’t waste your time shooting videos and creating Facebook applications if you do not have a creative, fresh idea. Those are resources and time better spent elsewhere.

-    Do not try to use RSS for a client who does not have a fresh supply of content each week. It does not make much sense for the user since the content is not updated. Again, this would be a waste of resources.

-    Do newsletters only if you have “Subscribe” functionality on the site and if there’s a decent amount of subscribers. If you do not have a list of subscribers, try to acquire more or purchase targeted lists from a trusted vendor. It does not make much sense to prepare a newsletter for 10 emails.

Again, as I always repeat, the best way to measure any marketing channel is by analyzing the states. Pay close attention to the numbers and data. Focus resources on channels where you see a good return or response. As you analyze stats, optimize and re-allocate resources, you will become more and more profitable.

-Duran Inci

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