continuing the same campaign or if it is time to tweak and reeval-
uate your ad and/or message. You may also consider comparing
the return on your money—the sales per dollar spent—on each
site. Do you increase or decrease your efforts?
Don’t forget to review your entire online event marketing ef-
forts. This includes e-mail marketing leads and search engines, as
well as your affiliate marketing program. Should you increase
your affiliates? Spend more time on adding your site to search en-
gines? Add more ezines to your marketing list? Since this is a lot
to consider, it may be helpful to have a professional strategist as-
sist you in making your online marketing decisions.
Feedback is also invaluable. Through surveys and focus groups,
you can find out how viewers perceived your site.POSTCLICK TRACKING
Internet advertising can be measured by looking at the “click-
through rate” on an Internet ad. The click-through rate is the per-
centage of people who click the ad. As mentioned earlier, the
click-through rate is usually less than 1 percent. You can measure
the approximate cost of an ad by taking the total cost of the ad and
dividing it by the number of times that someone clicked the ad.
These figures will produce the “cost per click.”HAVING A ROUTINE
Once you have done research and created your marketing plan,
take a deep breath and start again. Then begin the process of de-
veloping your marketing “routine.” A marketing plan is an essen-
tial tool, but until you develop the “routine” to implement it, the
marketing strategy is not complete.
Below is a very simple “mock plan” developed by Jim Daniels
of JDD Publishing. His site http://www.bizweb2000.comhas helped
thousands of people profit online.Daily
■Answer E-mail. This should be a number-one priority. In cy-
berspace, people expect instant answers.
■Perform one marketing-related task. Big or small, make a
pledge to perform a daily task, whether it is registering your80 Chapter 3 Electronic Event Marketing Strategies