It seems a bit redundant, but the more online companies and projects I work on the more I run into resistance with setting and aligning goals. When it comes to optimizing a program having a quantifiable goal is of paramount importance. At the onset of every initiative the goal should be clearly defined so that success metrics and key performance indicators can be developed. Once you know what you are trying to do, it is a lot easier to "optimize" the performance.
Closed Loop Online Advertising for Ecommerce Sites
For ecommerce websites one of the most effective strategies is what I like to call closed loop or 360 degree advertising. Basically it involves getting in front of the potential customer/target audience anywhere that may be relevant. This means driving awareness with targeted media buys, utilizing a comprehensive paid & organic search campaign to absorb the demand being generated, securing exposure on all relevant shopping engines and engage in retargeting/behavioral media to continue to reach the customer.
This approach allows retailers who traditionally don't advertise to do so online within ROI constraints.
What is online marketing optimization
With the increasing adoption of all forms of online marketing (SEM, Media, Widgets, Consumer Generated Media, Video, Email, etc), advertisers are increasingly demanded more return for online marketing expenditures.
This blog will focus on all the various ways to optimize online marketing as well as some of the basics.
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