Formula for Marketing Success
Focused campaigns + relevant communications + online marketing = profitable channel
While this formula for success may appear simplistic, it covers a lot more territory
than initially meets the eye. In earlier sections, we discussed the benefits of creating
a focused campaign as a way to generate interest and results. But creating a focused campaign
involves more than attractive artwork; it involves relevant content and online marketing.
Online marketing can be broken down into two phases. First, it a collection of tactics designed to help organizations attract
new visitors, or traffic, to a Web site. Second, and possibly more important, it is a strategy to convert and then keep, or
retain, a high percentage of those who have visited your site. (This has sometimes been referred to as making your Web site
"sticky.") It is rare for organizations to excel in both areas, as typically, the focus has been on driving new traffic.
Oftentimes, far less thought is given to how visitors will interact with your site once they reach it, whether they feel moved or
compelled to take action, whether they find the information they are seeking, whether they feel secure with the site to make a donation,
and whether they perceive your mission (as expressed by your content) to be worthwhile and/or compelling enough.
Tactics for Online Marketing » | Holiday Main