Online marketing can often feel like a daunting task, at least for those that understand the numerous interrelated options available. Choosing where to put your resources in order to obtain your goals should be a calculated decision based on a sound strategy, but strategy is often the piece that online marketers skip.
Playing the online marketing game without a game plan is the equivalent of shooting in the dark, except shooting in the dark presents a greater chance of hitting your target.
I had the pleasure of presenting at the Temech Conference in Jerusalem today on this subject. You can find my presentation below.
The overall impression I get is that budget is the resource that often defines the approach marketers will take. Based on available funds, it seems logical to choose the options that will yield the greatest ROI. Brands are often thrilled to see their ranking, traffic, conversions, or other marketing goals start to show an upward trend. It is not uncommon for companies to approach a marketing vendor with the mandate, “Do what you can for this amount of money.”
Of course budget will be one of the criteria that shape a strategy, but it cannot be the only one. And even if budget is the primary consideration, this is a stunted approach to choosing a course of action that will best benefit the brand.
It’s like shooting the arrow first and then drawing the bull’s-eye: It doesn’t mean it isn’t on the mark, but it is hardly a great shot.