This old saying which addresses variability of weather in Montana is also applicable to market dynamics for an online business. If there is one thing that is certain about future of online marketing, it is that it will continue to change.
A generation in Internet marketing seems to last 12 months or less and therefore it is very important for online marketers to reassess their marketing plan frequently. It wasn’t too long ago that popups and banner ads were all rage and now they’re about as welcome as a telemarketer or a lawyer.
In earlier times, just getting traffic to your website could spell success. That just is not case today. In current environment, Internet marketers have many tasks before them including increasing traffic, maximizing traffic quality, and improving conversion ratios. Much simpler said than done, but key element is to understand that we are dealing with a dynamic marketing landscape where change is almost a continuous process. A successful Internet marketing campaign will always be a work in progress.
A dynamic internet marketing campaign will be a continuous process of monitoring & analyzing, followed by tweaking & experimenting, followed by measuring impact (more monitoring & analyzing) of changes made.
The first step in analyzing your marketing campaign is pinpointing precisely where prospects are coming from. Whether it's search engines, email, or from other sources. All of this data can be found in your server logs and there are some very good traffic analysis tools (many of them free) that will provide you with information without requiring you to become technically proficient at deciphering raw server logs.