Evaluating the response of your Internet marketing efforts.

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In the last issue we talked about the importance of knowing your

audience when you are marketing online. In this issue we are going to

talk about evaluating the response of your Internet marketing efforts.

Starting an Internet marketing campaign is only the first step in the

battle. Sure it is a good idea to start an Internet marketing campaign if

members of your target audience are likely to use the Internet to

research or purchase the products you sell or the services you offer but

these marketing efforts may turn out to be a complete waste of time if

you are not diligent about evaluating the response to your Internet

marketing.

This means each time you implement a change to your marketing

strategy; you should evaluate the results of the change to determine

whether or not it generated a greater profit for you. This is important

because it can help you determine what is working and what isn’t

working for you.

Evaluating the response of your Internet marketing can be done in a

number of different ways. Customer surveys and embedded HTML

code are two of the most popular methods of evaluating the

effectiveness of an Internet marketing campaign. Customer surveys can

be as simple or as complex as you like depending on the amount of

feedback you would like to receive.

However, one of the most effective ways to find out how well your

different marketing tactics are working is to include a question asking

the consumer where they first learned about your products or services.

This is important because if you find a great deal of your customers are

learning about your products or services through a particular venue, it is

a good indication this method of advertising is working quite well for

you.

Embedding code into your advertisements for the purpose of receiving

feedback is also a popular method of evaluating the response to your

Internet marketing strategies. Advertisements can be coded so the

business owner receives feedback each time an Internet user clicks

through a particular advertisement. This is useful for letting the business

owner know which of his advertisements are attracting the most

attention.

If the business owner is using two different designs for his

advertisements he may discover one design is attracting more

attention than others and may make the decision to convert all of the

advertisements to a more effective style.

Similarly a business owner who is running the same advertisement on

several different websites may discover he is receiving more traffic

from one website than others. He may also discover some websites

are not attracting much attention at all. This would give the business

owner an indication of which advertisements to cancel and which ones

to keep running.

Finally, the response to an Internet marketing campaign can be

evaluated by carefully reviewing website traffic statistics after

implementing changes to the marketing strategy.

This information is useful because an unusual spike in the amount of

website traffic immediately after implementing a stage of the marketing

campaign can provide positive feedback that the change was well

received by potential customers.

While this method of evaluating the response for any Internet marketing

campaign can be effective it is important to note implementing multiple

changes at once will make it difficult to determine which changes were

the most effective. Therefore if you plan to use website traffic as

feedback for how well your marketing strategy is working it is important

to only implement one major change at a time so they can each be

evaluated separately.

Make sure you look for your next issue soon. We will be talking about

the importance of SEO in Internet marketing.

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