A key benefit of investing in online campaigns is that they can be measured and tracked in real time – unlike offline campaigns.
Measurement should be designed into the solution, and not simply be an afterthought.
As an example, most websites can be measured via Google Analytics; however the design and information architecture of the site will play a major factor in determining the usefulness of this analytics data. Analytics data is not necessarily useful unless it can be linked back into real strategic outcomes.
Measure everything – how are people interacting which your points of presence?
How did they arrive? How did they find you? Where did they leave? Did they find what they were looking for? Did their visit convert into any strategic outcomes? Are the visitors you expected coming to the site? Are they using it how it was envisaged? Do the original assumptions need to be revisited?
Track success and respond to failures.
Being able to react quickly and re-strategise ensures resources are always allocated in the best direction with maximum impact.
Expect lots of continuous small steps of improvement (once the foundation is put in place).
New technologies, emerging platforms and communities will continually present new opportunities.