Align Business Goals with Emarketing Tacticsby Matt Madden, Emarketing Analyst

I recently attended a talk by Avinash Kaushik at the Google Analytics Certified Partner (GACP) Summit in Mountain View, California. Avinash is a powerful public speaker and an amazingly insightful evangelist. During his speech he revealed, what I believe, to be the secret to developing effective and measurable Emarketing campaigns.

Avinash’s model for Emarketing success

At the forefront of Avinash’s model is net income. The end goal for any organization is to increase its net worth. There are essentially 4 strategies that can influence the net value of any company:

• Pricing strategies
• Cost strategies
• Market share strategies
• Market size strategies

Define business goals and link to Emarketing tactics

I have been preaching the need for organizations to directly link their overall goals to specific Emarketing projects, so I knew that what Avinash was revealing was of extreme value. His model is pure genius; it helps organizations quickly define business goals and directly match each to an Emarketing tactic.

Competitive intelligence to define Emarketing strategies

First we must understand the competitive landscape of a particular organization to make effective business decisions for Emarketing strategies. Understanding how competitors are positioned in each of the four strategies will identify the organization's strengths, weaknesses, opportunities and threats and help to set realistic targets. Those organizations that take the time to properly understand how their competitors are perceived online will harness the power to make well informed business decisions.

ISL's Emarketing success guide based on Avinash's model - click for PDF

Understand how to leverage each of these four areas and you can grow the net value of any company. Once the strategies have been defined it is essential to link them to specific key performance indicators (KPI’s). Linking individual strategies to a core business goal helps organizations make educated decisions and provides them the opportunity to capitalize on opportunities as they present themselves. For example, if one of your business strategies is to increase market share then you'll want to reach new visitors. The emarketing tactic of exploring long tail keywords can help you reach new audiences while reducing your cost-per-click (CPC).

Measure KPI’s and tweak strategies

Once realistic KPI’s have been established it becomes easier to identify which tactics are working, not working or weakening over time. Being able to quickly isolate the  tactics that are adding value will ultimately maximize ROI  and increase the net worth of an organization. Emarketing is increasingly becoming a part of every organization's marketing mix. Incorporate this model in your strategies and you'll be sure to see impact where it counts - your bottom line.

Need help setting up your Emarketing model for success? Contact one of our Emarketing consultants to find out who we can help you.