In the rapidly changing world of marketing, even if you don’t do anything else, you should have at least two key objectives to be successful with any size of business:

• Make sure that your message is reaching the right audience
• Ensure your marketing initiatives are meeting performance goals  

The key to achieving these two objectives is a well crafted Digital Internet Marketing System.  Today, it is a given that the internet must be at the centre of your marketing strategy.  The internet is the medium that lets you maximize the measurability, return on investment and relationship building efforts of your business. But in order to take advantage of the power of the internet, you need the right solutions and processes in place to unlock the information it holds in store for you.

Profitably Acquire New Customers

Paid search marketing, usually referred to as Pay Per Click (PPC) has emerged as one of the most effective channels for reaching potential customers and is a key element of an effective Digital Internet Marketing System. According to Forrester, paid search spend has grown from $7B in 2006 and will reach $11.5B in 2010.  Paid search marketing is complex because managing an increasing number of keywords across different networks means you need to profitably scale your paid search investment. It’s also important to determine the impact search has on your offline demand.

Measure and Optimize for Success

It is important to measure Key Performance Indicators (KPIs) consistently.  You need to have a common language to communicate across your organization which drives towards the same goals. As part of your Digital Internet Marketing plans, it is also vital to measure all of your campaigns together, whether you’re measuring a PPC keyword buy on a search engine, an email marketing campaign, a banner ad and so on. You must consolidate your multi channel performance data into a single consistent Digital Internet Marketing System framework of metrics that lets you make decisions with confidence.

Strengthen Customer Relationships

The internet enables you to target your customers more effectively. In the past, data has been largely aggregated and therefore impersonal.  With new technology and system that is all changing and digital marketers are making the most of better analysis to segment their customers and create customized email marketing campaigns that resonate with them. They are providing better customer service by understanding the visitor behind each visit, and developing targeted online and offline marketing programs based on the preferences of their customers.

Web Analytics

Google Analytics and other web analytics packages, when properly configured, implemented and managed help measure the above and go a long way to supporting your Digital Internet Marketing System and can help you answer the following key questions:

• Which marketing campaigns are generating the most leads and customers?
• Which keywords are driving most of the visitors?
• Which pages on the website do customers find the most engaging?