Chapter 3. Balancing and Budgeting Online Activities

Given all the different vehicles available for web marketing, it’s imperative that you give careful consideration to which elements you use to market your business online. There’s no set formula; what works for one business might be a total failure for another.

In short, you need to construct a marketing mix that utilizes those components that best fit your marketing needs. You also need to allocate your budget accordingly—figuring out how much to spend on which online activities is a challenge for any marketer today.

Creating an Effective Web Marketing Mix

Marketing your business or organization online is not a simple proposition. You can’t just put up a website and hope that potential customers ...

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