Like a financial portfolio, an online marketing strategy must be diversified and include some risk.
If you play e-marketing to win, you're playing a portfolio of tactics for long-term gain. If you have sufficient budget, there's simply no other tactic that will give you the same results over time as a coordinated, multipronged effort. Much like a solid financial portfolio, your online strategy needs to be diversified, respond to market conditions, and have a goal and timeframe in mind to make any sense at all.
Some financial investors choose to simply float with the market in a broad index fund, expecting and finding their results will mirror those of the market. Similarly, some investors in online marketing may simply repeat the same Google search marketing campaign or broad display campaign without taking advantage of new opportunities or testing new approaches. They believe they're creating a more certain future, but what are they giving up in exchange for that perceived stability?
As with a financial portfolio, you have to be willing to accept some level of intelligent risk with your online strategy. Not every trial will result in a win, but it will result in knowledge that can be applied to an ongoing effort to balance and optimize results.
Robin is off today. This column was originally published Sept. 9, 2009 on ClickZ.
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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