Multi Channel Marketing and Budget Challenges
Selection of media channel options consiunes to impact marketing budgets dramatically. The days of spending the lion's share of dollars in mass media vehicles such as vertical magazines, newspapers, radio, Yellow pages and TV is dramatically changing. The web has changed the landscape forever.
However, the challenges within the larger context of the web has its minefields and challenges as well. The following offer opportunity and pitfalls to the unsophisticated company venturing forth with out sound knowledge and guidance directing their efforts.
The search engine category is one prime example. Companies are rushing to CPC - Cost Per Click - campaigns and driving costs upwards and compromising ROI. How does one structure and design a site to take advantage of organic search engine lists vs using third party SEO - Search Engine Optimization - firms. Algorithymns change over night and yesterdays campaign(s) do(es) not work as well.
Some of the questions include:
- Is my internal search functioning properly?
- Are my paid campaigns driving trafiic to the proper landing pages and are my conversions to sales generating profits or just traffic?
- What should I be paying per click?
- Am I generating a profit and what kind of profit in my email campaigns?
- What is the monthly and annual value of each email customer vs prospect worth?
These are some of the questions and issues we will continue to explore and expound upon.
For assistance in these areas contact me @ jsiewierski@msn.com
My work contact is jsiewierski@leisuretrends.com and the company is located at www.leisuretrends.com.
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