Article: “A Checklist to Choose Which Internet Marketing Channel is Right for Your Business”
Source: SEOmoz
Extensive article and explenation on the different kind of Internet marketing channels and which one to employ in relation to the goals and marketing strategy.
What I miss is the Time-dimension.
The article describes the channels against Average ROI, Average Effort and Average Cost.
Thereafter, the budget is set against the company goals: Brand Awareness, Education, Raw Traffic and Sales.
Let me first say I don’t agree with the performance it is assigned to PPC Advertising.
Both the Average ROI and Effort should be high, plus it should be placed in the first tier. Search Engine Marketing is still the lifeblood of online efforts. It’s the foundation to build upon.
With regard to the Time-dimension: Search Engine Optimization needs its time to perform, whereas PPC has a short term time frame to achieve the goals.
Another example: Social Media Marketing has a long-term frame to achieve its goals, nevertheless, it should be a high priority focus for certain goals. Based on this qualification, Social Media Marketing should not be in the third tier.
Another consideration which needs to be thought over is the the place the channel itself takes in the buying cycle.
Search engines and email marketing are at the core. Email marketing and Social Media Marketing are a catalyst for searches.
How do you choose your tactics? Based on what dimensions?
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