Internet Marketing for the 21st Century -- 10 New Rules
“Online marketers could be getting a much bigger bang for their buck if they paid closer attention to relevant response rates and particular patterns,” said Chase. “Those who use Internet marketing without employing Web Metrics and Analytics are essentially talking the talk but not really walking the walk,” Chase concludes. In his Manifesto, Chase issues ten new rules for the 21st century marketer. They include:
Rule 1 - Get a Dashboard Every Internet marketer needs a good control panel. The more variables that a marketer measures, the more that a marketer can learn about her audience. Any Internet marketer worth his salt should always keep at least one eye on the field of Web Metrics and Analytics.
Rule 3 - Step Up If you're a direct marketer, get your head out of the sand and stop dwelling on increased postal rates and decreasing response rates. Internet Marketing is primarily based on direct marketing and more direct marketers could own leadership roles if they embraced it more thoroughly.
Rule 7 - Stats Are People, Too Each person is wired to seek out what's best for him or her. Web Metrics and Analytics is an online mirror of people operating in their own best interests. If your site stats puzzle you, try to “be” a member of your target audience. Coming at it from their perspective may help you understand what the raw numbers aren't saying.
For the remaining 7 rules of Chase’s “Measurable Marketing Manifesto”, go to: http://www.wdfm.com.