Going forward, online marketers will face challenges similar to those of their political counterparts. The online market's accelerated maturation due to recent economic turmoil means that growth will no longer come as easily. Growth now will have to come at the expense of other channels or competitors, rather than from new users.
Three Online Marketing Goals for 2009 and Related Metrics
Because both marketers and consumers will have limited budgets, we'll see longer sales cycles, lengthier prepurchase dialogues with consumers, and less brand advertising. As a result, companies will focus on the following three goals and the related analytic indicators to track them:
• Increased ROI from better resource utilization.
• Improved targeting based on a better understanding of the behaviors that drive profitable revenues.
• Enhanced customer focus to determine what's being said about your organization and to respond quickly to resolve customer issues.
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