Internet Marketing Start-to-Finish

3. Building a Metrics-Driven Practice

Static online brochures used as company websites lose leads and sales to websites that make and maintain direct connections to customers. A company’s website is the key connection between a business and its customers, driving bottom-line results.

The challenges of today’s economy accelerate this trend. Savvy business leaders demand a new level of accountability. Chief marketing officers (CMOs) and marketing managers are rapidly shifting advertising spend online because it is more trackable (and because people are moving away from traditional media in favor of online media).

They’re also investing in tools such as Google Analytics, social media, and customer relationship management (CRM) systems (such as ...