An online Search Engine Optimization campaign for your website can deliver only if it is mapped to your business strategy, overall marketing objectives, and you have in-house talent or partners for creative content writing – not just any copy/paste type. Unfortunately many marketers do not know where to begin! Think of new and innovative ideas, brainstorm, and daydream. Integrate the digital strategy with your print, outdoor, radio and TV plans. Reflect on the target market and their digital activities. Not only web – think about mobile networks.

Going back to basics, the right place to start is by understanding what your business objectives are, and extrapolating your marketing goals from that understanding. Involvement of top management, CEOs and Directors is critical, it is no longer a techie ONLY job. Wrong tactics by your front staff can threaten you overall strategy.

Whether your goal is to grow revenues and profits by moving into a new market or maintain current profitability in the face of increased competition. You can drive to retain customers, acquire new customers or increase brand awareness with on-the-job decision makers involved in building email databases, generating sales lead, achieving customer conversions or brand promotion.

Remember Media Proliferation Effects: People who spend their time on the Internet do not like online or pop up ads because it can be quite intrusive. Digital marketing agency have to produce original online advertising campaigns that entice web users, whether it is through online ads, microsites, websites, interactive content, viral clips, applications and emails.

For example, an automobile company has a business that is suitable for online lead generation and should focus on luring customers to its website and guiding them through a customer conversion process with the goal of capturing a lead. Displaying banner ads on specialist automotive sites might be especially effective. On the other hand, a consumer goods company selling soaps is likely to have the goal of putting its brands at the top of the mind so that he/she will think to try the product in their next shopping. A campaign with big portals and rich media ads can drive the message home.

Focus on CPA (cost per action), whether it be a lead, a sign-up or a sale. Best part is, you can measure and track the results you are getting e.g. the auto-company can see how many people come to its website through paid search or PPC ads and which search words are bringing them to the site and how many are filling the contact form. Map them back to your marketing and business objectives to get a clear picture about returns on investment. Unlike traditional channels where the work generally ends after the ad has appeared on TV or print media, in digital marketing it begins once the campaign has gone live.

Your online reputation can be boosted or crushed by search engines. Few search engine links can decide whether your company wins a new customer. Whether you are researching a new Nokia purchase or simply looking up location for a moving decision, the information you discover on Google will influence your decision going forward one way or the other. Google is more than just the leading search engine, it has become the most trusted reputation engine. Now with a possible partnership with Yahoo, they together can command a monopoly for issuing visibility.