Stretching Your Online Marketing Budget
ClickZ, Monday, October 27, 2008 1:15 PM
How do you make the most of your online budget? Here are a few tips that might help. Dorian Sweet looks at three possibilities, reminding us that reach and frequency are typically the rule when budgets are big, but as they shrink we must concentrate on the types of content that attract people to the site.
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One you have them, evaluate their time spent on the site. Knowing how long they have stayed becomes valuable currency to convince executive management to approve bigger budgets for future projects. It also becomes important to assess brand relevance. Is your SEO strategy sound? Do your brand and keywords match what people are searching for online? Are you trying too hard to be relevant? In difficult economic times, the wow factor becomes less important to those under budget constraints, making the experience and technology matter most.
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