Marketing & Advertising has never been a science where one plus one equals two. In fact it can equal three or minus four. But when you add the word internet into the equation, the results can be bewildering because it can equal five hundred or you can directly bite the dust. The nice thing about it is that you enter into the twilight zone - everything is possible. If somebody tells you they have the knowledge and expertise and know what really works on the net, run away and don't look back, you are in danger.
Advertising Methodology
But, when you do things, you have to follow a method. You can modify it or change it, but you at least need a method. I am writing my method. I am not saying that it works, but it is the one that I am going to follow… for now. It is an exercise of putting on paper (in a post) the initial method and the different modifications in a reasoned way. Let's start.
My Method (today)
Marketing & advertising on the internet is not a science but must be worked with the scientific method of trial and error.
- Start by emptying your mind of prejudices and making and educated guess of how to attract customers to your page.
- Implement it
- Put all the necessary tools in place to analyse your client's behaviour and start your data capturing. Google Analytics can help in this phase. Their tools are easy to understand, simple to implement and give you a wide range of information. And it is for free.
- Never launch a massive campaign. Always make sure you can pause your campaign to adjust parameters and resume it to continue with the data capturing.
- Pause -Analyse -Modify - Resume -Capture-Pause-…
- Never think the results you get from your analysis are a consistent truth.
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