Thinking through your online marketing program before it is launched can save you a lot of time, headaches and lost leads.  Some B2B advertisers are just starting to realize that they really should be online, taking advantage of online display ads, and new Web 2.0 opportunities.  And in the rush to begin an online marketing program, many companies are focusing too much on the “medium” and not thinking through the entire program.

This “rush to market” triggers backward media planning – which is like driving blindfolded.  What is the goal?  What are you trying to achieve online?  Starting an AdWords program or a wiki without a clear offering, message or measurement tracking planned, is a waste of your money and a waste of your potential customer’s time.

Last May, DoubleClick released a whitepaper, Best Practices for Optimizing Web Advertising Effectiveness that offers a lot of great advice, especially when it comes to planning a disciplined framework for a campaign.
Online marketing is no different than other strategic marketing programs; utilizing a critical path tactic in designing your online program will have a big impact on the campaign outcomes.Online marketing is no different than other strategic marketing programs; utilizing a critical path tactic in designing your online program will have a big impact on the campaign outcomes.