In this instant-on world, where we can get access to just about any constant with a google search or an ipad app, we sometimes forget that not everything is instant. Good internet marketing is about providing the right message to the right people at the right time. Researching and figuring out what tactics and channels to use to find the right people takes time, and sometimes experimentation. Even with tactics in place, it takes time to build reputation, audience, and reach, all which may be in vain if the timing isn’t right. While internet marketing can provide results faster than many other channels, it still requires patience in execution.
Research Required
One of the benefits of internet marketing is the access to information that previously was either difficult or costly to attain. This valuable information can provide insights into where your audience is online, what they care about, and what they need. Taking time to do research will help you tailor your messaging, tactics and even products to align more closely with what your potential customers want and need.
Experiment & Collect Data
Because the Internet moves so quickly, there is an opportunity to constantly experiment and collect data. Most marketing is a best guess based on research and previous experience. Internet marketing tactics allow marketers to test their theories relatively quickly and cheaply and collect data to improve results.
Analyze & Improve
The downside of so much information and data is that you can easily become overwhelmed with what to focus on. Analyze the data that provides direct information about how well your marketing is working — these should be your primary and secondary key performance indicators. Ask the ‘so what?’ question about each metric to move from a number to a recommendation on what to improve.
Patience Takes Dedication
One of the biggest mistakes companies make is to give up on marketing efforts before they have a chance to provide results. By being dedicated to patience and controlling expectations, internet marketing tactics can have the opportunity to show what they can do. Constant measuring and analysis along the way will help provide data that tactics are moving in the right direction.
