Sending Mixed Messages
PM: What steps would you suggest to a marketer looking to branch out into new media?
HB: The first step in new media marketing is to clearly define your goals. … Don’t just say, “I want to increase sales,” but define how you plan to do that. What would make the new-media campaign successful? For example, selling three times more of product X? Increasing the conversion rate of your current Web site traffic by X? Getting X more people to sign up for your “request a quote” form?
Because marketing online is so measurable, it helps to clearly identify your goals. Use trackable URLs whenever possible and invest in good Web traffic-reporting software to help you understand what is working and what is not. If you don’t know how to do either of these things, get the help of an interactive marketing consultant or Web developer who understands the importance of these items.
Just because new-media marketing can be much cheaper than traditional marketing, there are still costs involved and it’s easy to waste time and money. So the more targeted and focused your campaign is from the beginning, the better your long-term return on investment will be.