In layman term online marketing activity is directed toward driving visitors to a company’s website, where they are engaged to make purchases online or do series of other measurable activities. But online marketing encompasses broad and growing range of strategies for interacting online with visitors and with loyal customers.

The most common online marketing activities include: preparing an organization’s website, placing banners ads on the web, sending email messages, and engaging in “search engine marketing” efforts to have the organization’s name appear at the top of the list when a customer searches the Internet for a particular product or service.


Performance Measures

IM Strategy, Structure, and Leadership
  • Number, cost, price and perception of products and services offered online relative to competitors
  • Offerings by customer lifestyle stage and segment
  • Ratio of value-creating program activities to total IM expense
  • Sending on initiatives and operation relating to website searches, ads and public relation searches, relationship searches and research
  • Quality of IM leadership
  •  Number of visitors, visits, repeat visits, and depth of repeat visits, purchase abandonment rate
  • Site quality based on ratings and awards; customer satisfaction with the site
  • Ease of navigation and speed; comprehensibility and physical attractiveness
  • Pages of information provided, hit rates, page views, and stickiness
  • Cost per click, cost per order, cost per customer acquired
Search Marketing
  •  Paid and organic search engine rankings
  • Visibility: search engine rankings and page locations relative to key competitors
  • Click-through rates and number of sites visits from paid and organic search marketing
  • Number of conversion: qualified leads, initial purchases, etc…
Ads and Public Relations
  •  Number of impressions, frequency, net reach
  • Click-through rates for ads and affiliate links
  • Ad awareness; length of viewing time
  • Quantity, quality and frequency of media mentions
  • Cost per thousand impressions (CPM)
Analyzing the Effectiveness of Online Marketing
Nawaz Shahzad

Nawaz Shahzad

My name is Nawaz Shahzad and my strengths are Strategic Internet Marketing, SEO, Paid Search, Direct Response Engagements, Online Conversion Techniques, Social Media Optimization & Marketing, Mobile Advertising and Online Brand Reputation Management. For last 11 years i worked for top names in the online marketing industry. Currently working for one of worlds biggest media agency in UAE as an marketing consultant. Some of the industries i worked for are Airline Clients, Top Banks, International Automative Clients, Top Hotels, Telecommunication companies and many more...

Post navigation

Leave a Reply

Your email address will not be published. Required fields are marked *