Internet marketing only emerged over the past two decades. Because of this, some companies suffered from their inexperience with new generation marketing tools. To begin with, they tried giving the job of next-generation marketing to their IT or Marketing departments. For those who entrusted the task to old-school marketing departments, the internet became a channel for old-school advertisements. The Internet meant nothing more than somewhere they could place a cool-looking banner. They spent significant sums of money to ensure that their new product or brand was advertised on the internet, just like they did for newspapers or magazines. On the other hand, companies who gave the job of managing internet channels to their IT department lost sight of their priorities in terms of sales and marketing. The IT departments’ approach to online marketing channels such as web site banners and PPC advertising was to regard as nothing more than another task among many, including the company’s system and software requirements. Consequently two distinct concepts exist today: online marketing and ROI. This is the point at which you need the support of a strategic consultancy service to help you decide how to carry out your online marketing activities according to the structure and needs of your organization.
What’s more, it’s never just about the website. Today’s online world consists of various integrated yet different channels, all of which have different needs. You can’t even use the same wording on your web site as you do on Facebook or Twitter. They all need their own language. However, you can’t use completely different wording either. Another important point is measurement. You should have the same measurement criteria and targets for each channel. How else are you able to make sure whether you have been successful with a specific channel or not? While interaction reports may say something about your Facebook page performance, Click Through Rate (CTR) reports may say something about display advertisements. Well, where is your target? How can you compare the performance of different channels with each other and on which criteria do you base your budget?
For all these reasons and many more, companies need a strategic consultancy service. You need to redefine everything, from your internal organization to your positioning in the online world. This directly translates to lower costs and higher returns. With a brilliant online strategy, your online presence will dazzle.