Internet Marketing has become a major focus and budget item for almost every product, service, or brand sold or marketed. However, there is often a disconnect between an overall corporate-level or enterprise-level strategic Internet marketing plan and the individual product or service marketing plan.
Internet marketing is often done on a site-by-site or product-by-product basis utilizing disparate technologies, systems, analytics, and resources that ignore economies of scale and standardization of practices.
We assist our clients in developing an overarching plan that they can utilize and replicate across products, brands, and services. We take a look at an organization’s existing web development methods, analytic systems, domain management, domain seeding, keyword management, keyword targeting, and keyword seeding and try to create some standardization and efficiencies. We also provide training in standardized procedures and tools so the clients’ decision makers can better manage and communicate with vendors.
Common standardization can take the form of a unified, but flexible, content management system. We help our clients develop a common “approved” content management set of plug-ins, components or widgets. Once the standards are established, they can be understood and referenced by internal marketing stakeholders. In previous marketing efforts, this level of Internet understanding may have existed as an esoteric level of knowledge only held by advertising agencies or Internet boutique agencies. We increase our clients’ general awareness of what can be efficiently accomplished through strategic Internet marketing and help them to understand that the Internet marketing efforts of a product, brand or service are not just a collateral marketing channel, but are becoming the primary marketing channel. We educate our clients’ marketing and product development teams so they can conduct business more intelligently with their external vendors and communicate more effectively with their own internal development departments.
