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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

Capture Attention
-Ease of use/navigation
-Dynamic content
-Interactive functionality
Drive to Action
-Strong messages
-Push content and actions to users
-Clear paths to action
-Build e-mail subscriber lists
Nurture Interest
-E-communications
-Dynamic content
-Close the loop on actions
-Tease to next action


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