American Express

At this point, the extent to which “the foundation” of your online strategy plays should be clear. Without setting measurable objectives, there is really no point in engaging in any online marketing activities. You can drive an endless amount of traffic to your Web site, but if the traffic isn’t targeted and you don’t tell the right story to your different target market segments,then the likelihood that you will convert a prospect to a buyer decreases significantly.

And how do you properly tell the story of your product or service? You have to understand it inside and out, in relation to your competition,and capitalize on any unique attributes of what you’re offering that will distinguish you from your competition.Throughout the rest of this book, all techniques, processes, and strategies relate back to this foundation. As simple as this may seem, these three components drive your entire online marketing strategy, including your Web site,Internet marketing campaigns, and benchmarks for measurement. When one item is overlooked or misinterpreted by a business, this oversight will be reflected in the results once your strategy is executed.

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