Daily Digest 11/18/2008

• Joe The Plumber’s Landing Page

  But one problem nags at me. Local merchants like “Joe The Plumber” usually don’t have a web presence and many don’t really even want one. But if you are going to buy cpc advertising, then you’ll need a place for the clicks to go. The local ad agencies and local oriented web services are happy to create a web presence for local merchants, but they are often poorly designed and there’s no standardization of them.

  tags: web strategy, localization, media, getanewbrowser

• ROI for Social Media Marketing: It’s Complicated

  Know your objectives in advance. Start small, when possible: think “proof of concept.” Track the metrics obsessively. Make sure that your interactive marketing efforts are tied to the sales funnel (e.g., your vp of sales ought to be able to determine where most leads are coming from online). Report frequently.

  tags: pr, social media, roi, web strategy, getanewbrowser

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