I had an interesting conversation today with a colleague [Mark Stonham] and we were discussing business strategy development and the conversation, for a while became centred around the internet and that of digital marketing. It was then that I started to talk about my concept of how I feel the internet should be viewed and positioned as a key component of a company’s digital [search engine and social media] marketing strategy.

Those of you have read my thoughts before will know that I position the internet and that of digital marketing as a [nother] marketing channel that business, companies and various organisations looking to market their products and services are able to make use of in order to get their marketing message out to the world at large i.e. their target market customers that would have been defined during the business strategy development phase, this particular marketing channel can be used to collect market intelligence, survey customers [nowadays this can be accomplished making of of chatbot marketing] as well as being used to deliver the products and services [or a digital component] of the company to the client.

I also went on to stress the point that I believe that not enough attention is paid to segmenting the internet itself as a channel to market.

What is the exact meaning behind the statement I make above ? well – the internet and digital marketing itself provides multiple sub channels that can be used to communicate with – there are many that can be used for marketing execution for sure but for brevity some of them are :-

  • blogging
  • article marketing
  • video marketing
  • email marketing
  • social media marketing
  • chatbot marketing

… it is through these marketing channels that we as marketers and business leaders need to make sure that we communicate effectively with those who are to become our customers. For that to happen those clients must be interfacing with us through specific sub digital internet marketing channels.

It is here that I can see where many companies are potentially making costly strategy development errors in not taking the time up front to develop their digital internet channel marketing strategies. It is here that they will be told which internet sub channels their clients are interfacing with most and direct them with respect to how much effort, time and energy should be directed towards any one or multiple internet marketing sub channel.

Having said that, I do understand that there are many social media marketing experts that push the idea that using this form of marketing on the internet is all that is necessary – needless to say, I disagree as …

Strategy should precedes execution

… and this stands true for marketing on the internet as it does if you were to be selling products and services into a new country. As always, I hope you find this useful – and do feel free to hit the contact button above and get in touch if you would like to discuss business consulting, training, coaching, speaking or mentoring services.

To your business success.

-Stephen C Campbell

digital online marketing

A successful internet marketing strategy requires the right amount of resources to be allocated. These resources include funding, technology, and staff levels.

You should first figure out what capabilities you have internally, so that you can determine whether or not you have the skill and knowledge you need internally or whether you will have to outsource some of the work.

After you have determined which type of internet marketing would be the most appropriate you will need to figure out the best way to track your efforts and measure their effectiveness.

You need to find a technology that will help you to keep track of and create reports on your progress in terms of your key progress indicators.

This ability to measure and track your efforts is part of the reason why companies are choosing methods of marketing. You can get a lot of useful information when you use the proper technology to track performance and activity so that you can better tweak your future campaigns to get optimum results.

For the best results, your Internet Channel Marketing

Strategies should be designed to help

with specific objectives of your business.

Your digital strategy will most likely need to be developed apart from the offline marketing strategy. This is due to the fact that internet marketing methods engage audiences and generate responses from them in a different manner than traditional marketing methods.

However, all of the channel marketing strategies you use, whether digital or traditional in nature, should still be complementary to one another and consistent with one another.

Internet marketing training programs are growing in demand as more and more corporations are correctly placing the internet in its correct

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position in terms of the overall business strategy development activities that will determine where the company is going.

The question is, where is the internet to be placed in terms of the development of the corporations marketing strategy and the answer is as a marketing channel.

Channel marketing is a component of the ever popular marketing mix, more commonly known as the 4 P’s and comes under the Promotion and Place P’s :-

  1. Promotion is for getting the message out to the world at large
  2. Place is for the channel where the user purchases the product and/or service

For the small business owner and work from home entrepreneur – I have developed the Internet And Direct Marketing blueprint which is an internet marketing training course designed to give the internet marketing entrepreneur the tools to market their product making full use of the internet.

As for the corporates – they should look at the internet in two ways :-

  • As a marketing channel to promote the products and services of the organisation
  • As a distribution channel from which the end user customer will end up consuming the products/services as developed by the organisation

If you are reading this as a result of you wanting to gain some expertise in making use of the internet as a marketing channel, check out the internet and direct marketing blueprint.

Any thoughts, comments ? get in touch and let me know.

To your Internet Channel Marketing success,

-Stephen C Campbell


The topics of Business, Sales, Marketing and the Internet and their relation to each other is perhaps one of the most relevant topics of conversation that need to be take seriously by all business owners.

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It must be stated time and time again that it is the Sales and Marketing that is the heart and soul of any business – not the products and services that are on offer !

The last point made above is a tough one to take in for many business leaders that fall in love with what they have to offer to the public at large – [ i.e. their product or service]. When this happens, we see that the focus on presenting the message/brand to the marketplace that was originially targetted fall away from an external to internal direction of attention.

The process of marketing is used to effectively target just ‘who the products and services are for and then this is where the sales process takes over in order to effect the sale. As for the internet – it is a wonderful tool and the subject that I am being asked to speak about the most. In short – we have to use the internet as a supplementary tool to act in conjunction with the ‘standard offline strategies and processes that have been developed.

The internet for sure is a wonderful Sales and Marketing tool but first, any company needs to have well defined messages for which they will be making use of the internet in order to convey that message.

Any thoughts on this ? need my services ? get in touch.

Best,

-StephenCC