Anatomy of an Online Marketing Campaign

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Website (ads, landing pages, WIIFM offers, etc..)

PPC (google, yahoo, bing, ask, etc..)

Online Classifieds

Online Auctions

Other Online Advertising (geo targeting)

CraigsList

Email Marketing (own list, paid lists)

Online Newspapers

 

Direct Mail (own list, paid lists)

Billboards

 

Must Haves

– total cost including labor/time.  Document so productive aspects can be
reproduced.

 

– accountability. 
Just because someone says they are going to do it doesn’t mean they will
or that it will be what they promised. 
Make them prove it and do your own checking.  Online mktg can be time sensitive so not
having it right out of the gate can be costly without getting what you expect.

 

– ROI tracking.  How
many calls?  How many emails?  How many clicks?  Not about impressions.

 

– Analyze. What worked. 
What didn’t.  what to do better
next time. Etc.. (watch for total referrals, bounce rate, etc..)