Posted April 13, 2011 10:24 am by with 6 comments

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Have you ever tried to explain Internet marketing to a relative newcomer (or even a relative for that matter)? Once you start talking about the area that you specifically work in (SEO, PPC, social media, etc) you find you have to start to explain to some degree the other areas because none of the disciplines of the Internet marketing world exist in a vacuum. To truly understand the effectiveness of Internet marketing one has to look at the picture as a whole but as we can all attest to, that is easier said than done.

A new study from eMarketer (Note: There is no financial relationship between eMarketer and MP) discusses this very issue and helps to show just how critical it is to make sure that as marketers we are not relying to heavily on one metric to measure success or failure of Internet marketing efforts. A study from last year from iProspect and comScore is one reference point about the importance of making sure that messaging happens in many ways across many channels.

The eMarketer article states

“Most conversions occur as the result of long-term, complex interactions among a variety of ads and marketing channels,” said David Hallerman, eMarketer principal analyst and author of the new report, “Integrating Search and Display: Tactics for More Effective Advertising.” “However, even after years of research, some marketers still give more weight to the consumer’s last click—often on search results, both ads and organic listings—than any other step in the purchase funnel leading to conversion.”

Another interesting study referenced comes from late last year and it looks at what tools marketers are using to manage mountains of data that come from different areas. The trick is to see the relationship between the various efforts and the impact it has on marketing goals.

Attribution modeling done right takes an enormous amount of data from a wide range of sources over a period of time and unifies it into a tool that’s useful both for analyzing what occurred in a campaign and for planning elements of the next campaign.

Considering that many marketers are using spreadsheets this can’t be an easy process.

So how do you manage the various channels of a marketing campaign so they can come together like an orchestra to play one marketing song? Are you looking for more intelligent tools or is how you are doing it fine for now? Where do the available tools for marketers today meet or fall short of expectations?

  • Why bother reporting this?

    I’ve been shouted down for trying to market outside SEO, and browbeaten for making one site mobile-friendly. These people only care about waking up tomorrow as millionaires. Long term marketing is as worthless to them as it is unintelligible.

    So here’s what will happen. The wise failures who were slapped around by the Panda update will soak up about six percent of these reports after boasting of their revelations that you can’t rely on SEO alone. They’ll dip their toes in Facebook or Twitter but never learn to understand it any more than they understand anything else on the Internet. After a number of days, when the million dollars does not materialize, they will call it a failure and find some new SEO swindle to fawn over.

    They will loudly and publicly announce that anything other than one approach is a waste of time and a failure, but that Google is also an evil failure. The whole thing will be repeated in the next major Google update as well.

    No one wants to hear that they actually have to work and think. They just want to wake up with that million dollars.

    • We bother because it’s important and changing habits will be critical to success. Complain as people might there is such a thing as reality and if most think the are waking up as millionaires then maybe they just aren’t that bright.

      • I’m sorry to you, honestly and sincerely. It was wrong of me to muck up your blog that way.

        You are correct in all counts.

        That was almost a full decade of fatigue talking. That comment was certainly not a reflection of my appreciation for all of you. You guys (and Cynthia) are awesome.

  • I think that today the list of the most effective marketing techniques includes the following: organic SEO, Pay-per-Click advertising, social networking and social media.

    • I agree with you. organic seo, ppc, social networking are the most effective.

  • Build trust and a following on the Social media sites while building your list.Also try not to come off as a pushy salesman,but to offer valuable free information. Build a relationship and don’t look like an affiliate marketer.