Evaluating the response of your Internet marketing efforts.
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
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
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
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
Make sure you look for your next issue soon. We will be talking about
the importance of SEO in Internet marketing.