Analyzing the Effectiveness of Online Marketing

[Nawaz]

In layman term online marketing activity is directed toward driving visitors to a company’s website, where they are engaged to make purchases online or do series of other measurable activities. But online marketing encompasses broad and growing range of strategies for interacting online with visitors and with loyal customers.

The most common online marketing activities include: preparing an organization’s website, placing banners ads on the web, sending email messages, and engaging in “search engine marketing” efforts to have the organization’s name appear at the top of the list when a customer searches the Internet for a particular product or service.

Process	Performance Measures
IM Strategy, Structure,and Leadership	Number, cost, price and perception of products and services offered online relative to competitors Offerings by customer lifestyle stage and segment Ratio of value-creating program activities to total IM expense Sending on initiatives and operation relating to website searches, ads and public relation searches, relationship searches and research Quality of IM leadership
Websites	Number of visitors, visits, repeat visits, and depth of repeat visits, purchase abandonment rate Site quality based on ratings and awards; customer satisfaction with the site Ease of navigation and speed; comprehensibility and physical attractiveness Pages of information provided, hit rates, page views, and stickiness Cost per click, cost per order, cost per customer acquired
Search Marketing	Paid and organic search engine rankings Visibility: search engine rankings and page locations relative to key competitors Click-through rates and number of sites visits from paid and organic search marketing Number of conversion: qualified leads, initial purchases, etc…
Ads and Public Relations	Number of impressions, frequency, net reach Click-through rates for ads and affiliate links Ad awareness; length of viewing time Quantity, quality and frequency of media mentions Cost per thousand impressions (CPM) Nawaz Shahzad http://seo-advisors.com