The Hidden Cost Of Online Marketing

In December, 2009 I conducted a survey to learn more about how and why companies are creating online marketing tactics.

As I expected, the primary reason people employ online marketing is to fill the top of the sales funnel.

But can you guess the second reason? It’s actually quite surprising.

To find out, download Creating Online Marketing Tactics.

The Great Discovery

The barrier to implementation is not budget.

The barrier to implementation is a lack of internal resources to develop and manage the online marketing projects.

The Hidden Cost

The hidden cost of online marketing  is not the money to do the media buy – fthere isn’t one in the traditional sense. It’s the unknown.

The picture snaps into sharp focus when the talent issue is seen in combination with the second most often mentioned hurdle, the lack of internal consensus on metrics – especially ROI.

What becomes clear is that many (most?) companies are weighing the potential benefits of adding staff to capitalize on what may be a first mover opportunity; against an unknown and unknowable ROI in a still-tight economy.

Here’s To The Doers

Despite all this, the few who are in place, appear to be getting enough done to make a difference.

75% of the content is being created specifically for use in online tactics.

These are people who are too busy to go out for sushi…

They are the people whose work will establish the metrics that we will rely on in the not too distant future.

They are the front line, the grass roots who are taking the theories and making online media part of global business.

I am very appreciative that they made time to complete the survey.

And I am confident that once you review the findings, you will be too.

I look forward to your comments and to answering any questions you might have.

• How do the findings in this report compare to your experience at your company?

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Tagged as: creating online marketing tactics, Digital media, Internet marketing