The challenge that often faces marketing managers is the fact that there is not enough budget money to do all the things they would like to do. This encourages thought about combining marketing activities in some manner. Closed-Loop Internet Marketing works well in the case where you are using the Internet as a primary marketing activity. It is important to address how each of the following programs connects to the other in your overall marketing programs.
What Does Closed-Loop Mean?

The process begins with the end results in mind. Notice the keyword is resultsand#133; plural! This means the Marketing Team should never start a project with ONE Goal in mind. Make it mandatory for the team to come up with at least three or four secondary benefits needed for very successful Internet marketing projects.

When asked about the goal of Internet marketing campaigns, most marketing personnel and senior executives quickly stateand#133; REVENUE! Well, that is important; however, it is also very shortsighted to say the least. There are other areas one can [and should] focus on that will provide sustaining, long-term benefits that may far outweigh the value of an immediate sale from oneand#146;s website.

Two Example Internet Transactionsand#133;

The following examples show two different approaches to Internet Marketing:

Company and#147;Aand#148; sends out an email requesting that the recipient go to their website and view products being offered. The result is that people either do it or they donand#146;t. And so goes many [if not most] Internet transactions. What a wasted opportunity!

Company and#147;Band#148; sends out an email with a message that is clearly focused on the recipient. It includes motivating call-to-action statements that have a and#147;time sensitiveand#148; message. Further, the email includes links within the body text that contain a website analytics tracking code.

The reader of the email likes what is being offered and clicks on the link that has the most interest and decides makes a purchase. Prior checking out, the visitor is offered related products and services. In addition, there is a special discount if the current order reaches a specified dollar value. The visitor likes the recommendations and adds one more product to the cart before checking out.

The companyand#146;s auto-responder sends out a and#145;Thank Youand#148; email confirming receipt of the order and has a Special Purchase Code giving a discount on the next purchase. The purchaser is also asked to sign up for the Newsletter showing special offers. Finally, there is a and#147;Tell a Friendand#148; statement with a special coupon asking the purchaser to give a friend a reason to buy from the company

The end result is that REVENUE was generated. However, the amount of the sale was larger and the purchaser opted-in to receive ongoing Newsletter increasing the potential of the purchaser returning within a month to redeem the coupon and the friend may potentially make a purchase.

Finally, be sure to hire Internet marketing professionals to review your closed-loop opportunities if you donand#146;t have the capabilities in-house. Too much is at stake to leave this part of your business to chance! We are pleased to provide you the insightful comments contained herein. Please contact us at www.InternetConsultingAndCoaching.com or call us at 631-423-0815 for further discussion on how we might be able to assist you and your team. Add a Comment Back to All Articles