Digital Marketing: Online Web Marketing Services

The latest technology has made creative Web site development more professional than ever before. Whether you manage your site in-house or outsource it to a company providing web development and web management services, here are a few questions to must consider:
• What is the strategic value of the site? What is it intended to do? Keep in mind, simple “static” sites are a thing of the past.
• Who is writing the web copy? Who will manage the content updates once the site is live? What CMS tool will be used to do this?
• How do you plan to drive visitors to your site?
• How are you managing your search engine optimization (SEO)? Does your web developer understand how to code the pages for SEO? If you hire someone to do this, do you clearly understand what service they are providing?
Having a corporate website is in important element to a digital marketing strategy. But online content can go quickly go stale. There are a number of factors to consider when creating a web site. It is important to understand and define your sites purpose, and maximize the tools available to ensure your site is found and read. Visual appeal and fresh content help keep customers coming back to learn about your new products and offerings.
The internet wasn't always the multibillion-dollar industry that it is today. Less than 15 years ago, most websites we know today didn't exist. The relatively few that did were searching for business models. Some went with a subscription model, at least for a while (most notably AOL), while most content-focused sites honed in on advertising as the main source of revenue. As they did, they faced a huge challenge: how to sell advertising against more established media with what then was an extremely short list of assets.
As the industry grew -- faster than any media in history -- more sophisticated targeting (behavioral, retargeting, "hyper-targeting") and measurement ("engagement," "search lift") capabilities were developed. The focus on measurement evolved and became more ingrained, almost to the point of being the unquestioned orthodoxy. It was as if the core benefit of the internet vs. other media was measurement.
So, if we were starting fresh in today's environment, I would simply argue that we wouldn't (and thus shouldn't) lead with measurement. The measurement pitch has obviously worked extremely well for direct response; about 30% of DR-focused measured media spend is now online. But 95% of brand spending, or more than $100 billion, is still offline. For those budgets, I think our collective pitch should be more like "Your audience moved. Your marketing needs to follow them. Let us show you how the internet can deliver the same quality, scalability and value as TV." Measurement should still be an important part of the story -- we'd be foolish to ignore all the opportunities there -- but I submit that it should be the sizzle not the steak.

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