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Internet Marketing Strategy Development
Achieving Competitive Advantage
Companies develop strategies to achieve competitive advantage. In internet marketing, it’s no different. The difference between companies lies in whether the right strategy is developed for increasing market share and ROI.
Competitive Intelligence
Finding the right direction for online marketing strategy development entails gathering competitive intelligence, such as:
- The competition’s online upstream and downstream traffic sources
- Search volumes and search engine optimization data
- Where in the online marketplace the competition advertises
- What type of online ad copy and creative the competition uses
- What type of online ad copy and creative the competition uses
Obtaining the best possible information on the competition’s online marketing activities helps construct optimal strategies for companies that want to maintain the role of market leaders or become the top players in an industry.
Characteristics within an Industry
In addition to competitive intelligence, building a powerful interactive marketing strategy requires identifying and understanding the unique characteristics and nuances affecting any given category or industry. Understanding an industry and its audience(s) aids in guiding:
- Which online marketing venues are recommended/selected
- Which technology applications have the greatest positive impact
- The proper implementation of web analytics
- Identification and measurement of critical success factors
Without a solid understanding of an industry, it’s easy to follow a misguided internet marketing strategy. This can significantly hurt a company or brand as well as waste valuable time and dollars. However, online marketing strategy development with the right foundation, the right information gathered, and the right implementation structure, can help a company achieve competitive advantage.
Integrating Online Marketing with Other Forms of Marketing
It’s more vital than ever for brands to demonstrate integrated marketing efforts. With devices like smartphones and increased hyperconnectivity, consumers’ interactions including evaluations of companies and brands grow in sophistication. They’re quick to pass judgment and spread the word on whether or not a company’s marketing efforts are integrated and well-coordinated. This means online and offline strategies have to be developed for integration. More importantly, the result of integration is a sum greater than its parts. For example, if a company advertises on television, there should be an SEM campaign and dedicated landing pages to support the TV spot – leading consumers closer to making a purchase.
Crafting a Digital Marketing Strategy
Even the savviest of managers can easily be overwhelmed with the assignment of developing a strategy for competing in the online marketplace if digital marketing isn’t what he or she breathes, eats, and sleeps. At WebMetro, we specialize in online marketing. Since 1995, we have developed online marketing strategies to help many companies focused aggressively on growth become industry leaders as well as help market leaders stay ahead of the competition. We have the experience, talent, and technology to develop winning strategies that help companies achieve competitive advantage.
Call us at 866.922.4632 to learn more about our internet marketing strategy development and consulting services.