Measuring Internet Marketing Performance
Many companies shy away from investing in internet marketing because they don’t feel they can measure the return on their investment.
This is not the case. The success of an internet marketing campaign is easily measured. Firstly, you must establish clear goals in terms of what you want to achieve. These might include:
Lead Generation
Genrating enquiries
Sales
Registration or subscription
Brand or product/service awareness
Admittedly if you have a clear conversion mechanism like an enquiry form for example then it is very straight forward to measure perfomance but in a case where there is no conversion mechanism which might be the case if you are just trying to build awareness of something. Then, there should still be a specific page on your web site that indicates you’ve achieved that goal and when a visitor views that page and has spent some time absorbing the information then your site has generated value.
You must have be clear which page is going to ascertain whether or not you have achieved your goal.
It’s not easy but you need apply a value to achieving that goal, in short what it is worth to your business.
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