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January 2012
Planning Your 2012 Online Marketing
By Diona Kidd

Planning Your 2012 Online Marketing

     January is the perfect time to review your online marketing plan to ensure it still matches up with your company’s sales plan for the upcoming year. What has changed in your company’s planning or marketplace since you last reviewed your online marketing plan? Reviewing the performance of your website and the competitive landscape online will inform your planning.


Do you know the top 3 metrics to measure?

For most companies, the website’s highest purpose is to bring sales leads. If it’s not performing on this task, take a look at the following top three metrics for success.

• Total number of website visitors vs. visitors that become leads or buyers

• Close rate of sales leads

• Average order value

     The number of metrics available for a website is daunting and trying to track all those numbers will distract you from real success. Instead, narrow your focus to metrics that will drive the business forward.


Is your website bringing more customers to your door?

     By using the metrics mentioned, you can easily track the performance of your website and overall Web presence. If your metrics are trending downward, what is driving the change?

     If traffic is at expected norms but interactions are down, you may want to review and update the product descriptions or offers on your website. If traffic has decreased, where are your previous visitors going? You may find you have a new competitor, visitors are finding more relevant content somewhere else online or your online market space has changed.


Are You Falling Behind?

     When was the last time you reviewed your online competitors? The online marketplace changes quickly. It’s smart to complete this every 4 to 6 months or when your metrics significantly change. One way to do a competitive review is to search on your most valuable keywords and review both the search results and advertisements. You may discover new competitors or that existing competitors are gaining ground.



Online Business Trends to Watch


Growth of Mobile Advertising and Mobile Commerce

As mobile devices continue to rise in adoption rates around the world, mobile advertising and commerce will continue to grow. eMarketer estimates mobile commerce sales will reach $6.7 billion this year (a 91.4 percent increase over 2010) and will rise another 73.1 percent, to $11.6 billion in 2012. (


Smarter Analytics and Continued Focus on ROI

Our industry is seeing an increased focus on inbound marketing and demands for knowing more about prospects who visit online. Social media is also continuing to mature in regards to providing performance on key metrics and ROI to marketers.


Inbound Marketing and Lead Generation

More businesses are becoming aware of the value of their Web presence as a tool for inbound marketing and lead generation for sales. “Closed loop reporting,” the capability to report which marketing activity resulted in sales, has become even more accessible to small businesses online.


Multi-channel Marketing

Multi-channel marketing isn’t new, but the number of channels to market through are growing. Newer tools seen online include shoppable videos, Facebook product pages, QR codes and social media ads.


     Content contributed by Knowmad, a Web strategy, design and Internet marketing company located in Charlotte, N.C. Knowmad guides clients on the most effective ways to advance their business online. For more information, contact Diona Kidd at 704-343-9330 or visit




Diona Kidd is a Managing Partner at Knowmad, a Web strategy, design and Internet marketing company located in Charlotte.
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