INMA_A01.QXD

leads to action. To achieve this level of new business, the marketer will need to make

assumptions about the level of conversion that is needed at each stage of converting

prospects to customers. This gives a core objective of 1000 new clients and different crit-

ical success factors based on the different conversion rates.

Timescales for objective setting

Smith and Chaffey (2005) refer to the relevance of timing for traffic building. They say:

Some e-marketers may consider traffic building to be a continuous process, but others

may view it as a specific campaign, perhaps to launch a site or a major enhancement.

Some methods tend to work best continuously; others are short term. Short-term

campaigns will be for a site launch or an event such as an online trade show.

Accordingly, online marketers can develop communications objectives for different

timescales:


 Annual marketing communications objectives. For example, achieving new site visitors or

gaining qualified leads could be measured across an entire year using models like Figure

8.10 since this will be a continuous activity based on visitor building through search

engines and other campaigns. Annual budgets are set to help achieve these objectives.


 Campaign-specific communications objectives. Internet marketing campaigns such as to

support a product launch through online advertising and viral marketing. Specific

objectives can be stated for each in terms of gaining new visitors, converting visitors

to customers and encouraging repeat purchases. Campaign objectives should build on

traditional marketing objectives, have a specific target audience and have measurable

outcomes which can be attributed to the specific campaign.

CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS

Figure 8.10Conversion marketing approach to objective setting for web

communications

REACH of web site

S1. Attraction efficiency

Scenario 1

1,000,000

Scenario 2

200,000

Web site VISITORS

S2. Site conversion efficiency

100,000 4,000

LEAD generated

S3. Lead conversion efficiency

10,000 80

Number of required OUTCOMES 1,000 2

10.00% 2.00%

10.00% 2.00%

10.00% 2.00%