Internet Marketing | Search Engine Optimization | Internet Marketing Mix

Internet Marketing Mix

Posted on April 30, 2008
Filed Under Affiliate Marketing, Email Marketing, Internet Marketing, Pay Per Click |

I am frequently asked why it is important to have a sound internet marketing mix. Well, because it’s important to diversify the traffic that is coming to your website. Don’t get me wrong, it is vital that you segment the market that you want to target, but you don’t want all of your traffic coming from just one source, hell, you don’t even want it coming from two or three sources. I learned in a Principles of Finance class about diversifying your portfolio to reduce the amount of risk you take when investing. It is the exact same with internet marketing and generating quality leads online. The more solid your marketing mix is, the better chance that you will get a higher quality traffic, with just a few losers here and there.

In order to diversify your internet marketing mix, you need to take a step back and look at the whole picture and what you want to accomplish. Some methods of internet marketing don’t work for certain businesses or industries. You need to pick the perfect blend to maximize your return on your investment. There are so many different forms of internet marketing that you can consider and choose from. Of course, there is the monster, Google AdWords, Yahoo and MSN ads, affiliate marketing, co registration, pop ups and pop unders, email marketing, display advertising, and the list can go on and on.

Each of these methods of internet marketing has its advantages and disadvantages and that is why it is so important to have a balance among the methods. You may have an affiliate campaign that completely thrives and a co registration campaign that suffers. When you take how much you spent on each campaign and average it out among all conversions, your damage will be greatly reduced than if you just chose to do co registration and ended up getting hammered.

I can think of two really good examples that have happened to me over the last year. Just recently, a client of ours asked us to perform an email campaign for them. Being that we aren’t skilled in that area or have a list to blast to, we outsourced to a company called Prospects Influential. We were pressed for time and had to meet a deadline and took their offers and theirs only. In the end, we lost about $2,000 of our own money (since we did not charge the client) because we had one conversion off the entire campaign. If we would have allocated that $2,000 through a few different types of internet marketing, our losses would have been reduced greatly.

The second example is a positive one. We were doing some co registration for a client recently and placed their offer on ten different registration paths. Three of those paths suffered greatly with conversion under 2%. The rest of the paths converted at over 12% allowing the client to have a greater average conversion. Yeah it still sucked that they put money into three sites that didn’t convert, but the success with the other seven paths far outweighed the losses on the three.

I hope that you can clearly see how powerful a planned and executed internet marketing mix can be for your company. It is vital to your success if you want to make it big in your industry.

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Comments

3 Responses to “Internet Marketing Mix”

  1. Allen Taylor on April 30th, 2008 4:34 pm

    Nice writing. You are on my RSS reader now so I can read more from you down the road.

    Allen Taylor

  2. Farley on May 1st, 2008 2:15 am

    Another great piece. The example of diversification from finance class hit home. thanks

  3. Nancy on May 6th, 2008 7:30 am

    Hi,

    Excellent blog - I really appreciate your blog about “Internet Marketing Mix”, I have bookmarked it for later viewing and forwarded it on.

    Cheers.

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