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of internal staff and utilization of personalization technologies to monetize the operation. To the user however, all they care about is having an engaging and user-friendly experience. The simpler the buying-process, the more sales you generate.
5. geneRaTe aDveRTising Revenue
Another monetization strategy is to reap advertising revenue from the content you produce. With Google’s AdSense programme, it’s easy to start displaying advertising on your site. However, before you start planning your retirement, just remember that as few as 10 per cent of websites collect 90 per cent of all advertising dollars. Google, Yahoo and Facebook top that list. One can still make a decent living publishing content related to technology, sports and even adult content. Or if you’re as lucky as the authors of the blogs ‘Petite Anglais’ and ‘Stuff White People Like’, you can use the web to raise your profile as a writer to secure a lucrative book deal. We still ask ourselves why we didn’t pursue such a strategy.
STEP 2: DEVELOP AN IMPLEMENTATION PLAN
After defining your online objectives, the next step is to develop an implementation programme. This is where the marketing mix comes into play, which we discuss in the next few chapters. So we’ll move onto Step 3.
STEP 3: ANALYSE THE RESULTS
One of the inherent advantages of web marketing is that one can start analysing the results of a marketing programme as soon as it is put into action. Every visitor, every page viewed and every search query is stored in a database. Marketers access this data via a web analytics tool that summarizes the data into key categories. But like with any data, unless someone knows what to do with the information, it’s next to useless. You need to figure out what are the key performance indicators (KPIs) to measure the marketing programme’s success. One also needs to create a reporting system that sends the right information to the right person. A product manager would want to know how many visitors have viewed