With so much riding on the effectiveness of web page content to deliver useful leads, (meaning engagement with visitors that can be developed into sales opportunities) it is mission-critical that enterprise IT ISVs exercise the required controls to monitor, manage and renovate web page content as required and on demand. Nevertheless many businesses continue to ignore this imperative, unfortunately, to their peril. In fact, we think it makes sense to include web site traffic management as a responsibility of marketing communications teams.
This imperative applies to core online marketing assets — meaning business web sites — as well as related social media assets where, ostensibly, engagement opportunities can be developed via other methods; for example, blog posts and subsequent comments, or Tweets and re Tweets, etc. In the case of social media assets, we think it makes sense to regard engagement, itself, as promotional content for which marketing communications has management responsibility.
The challenge is, of course, to find human resources capable of successfully delivering online engagement targets with the right editorial content and information architecture design. As well, these resources must be capable of successfully using online tools like Google Analytics to measure the effectiveness of online marketing efforts in terms of site visitor activity historical data. Usually, teams deep in creativity are hard-pressed to produce the methodical analytical expertise required to use these visitor activity tracking tools. Nevertheless, we think enterprise IT ISVs need to force the point as they look to staff up with the right individuals to deliver successful campaigns.
In fact, we find Google’s tool to be largely opaque and challenging. However, the fact that this tool is available at no cost for most users and, when mastered, is capable of producing so much useful information, more than outweighs any discomfort that we, or any other user, ought to have to face as its features and performance are mastered. When used in conjunction with a highly targeted click advertising campaign with, for example, Google’s Adwords service, an early stage business (or, for that matter, an established business that is, nevertheless, relegated to online obscurity as the result of ineffective MARCOM efforts) can establish engagement traction at a comparatively faster pace than would otherwise be the case.
If your team lacks the required talent to quickly move on a MARCOM effort that is, nevertheless, very important for you to successfully achieve, please consider contact us. IMB Enterprises, Inc. maintains a highly talented network of contacts, which we can call upon to match your requirements with the right individual to get your MARCOM job done. Our retained search services are offered on a monthly retainer basis of $3200.00 (3 month minimum commitment). Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion about how we can help you improve your return on investment in online promotion. You may also email Ira at firstname.lastname@example.org.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved