| Value, benefit, performance and return on investment. |
Resources |
 I want a website, should I build or buy?The decision whether to build your own site or contract specialists depend on a number of things specific to your circumstances. I undecided, we strongly suggest you seek advice. Should I have web analytics?Web analytics is a necessity for any published website. However, web analytics can be extremely expensive. There are different levels of applying web analytics in an organisation, and your decision will be based on the relevance to your organisation. What must I advertise on for maximum value?Online advertising, like any other form of advertising, is highly dependent on what you intend to achieve with your promotional afforts. The right decision can only be made on a proper understanding of your goals as an organisation. Which metrics must I track?At the most basic level, you should track the following: total visitors, unique visits, page views, which pages are visited on your site and probably the geo-location of your visitors. SEO vs Banner advertisingSearch engine optimisation is a necessity for every site. You shouldn't choose one over the other, your organisation must always have a site that is optimised for searchability. Banner advertising will fall in line with your marketing programmes. Should I pay money for a directory listing?Your online business should follow sound business principles and must always be in line with your online strategy. It is this strategy that will guide your business on which programmes to invest in. Directory listings do work, but must form part of your overall marketing plan, Should I implement a BI solution?Business intelligence is an over rated concept and one from which many businesses are still trying to figure out how to extract value. There are different maturity levels of business intelligence, and businesses should implement BI in line with the level of maturity of their businesses, otherwise BI is just a waste of money. PPC, CPM, CPC, SEO, SEM. What is the difference?PPC is short for pay per click. CPC is short for cost per click. The two are the same and are a costing measure of online advertising where you are charged based on the number of times an advert is clicked. Search engine optimisation is a technique applied to ensure your website can easily be indexed and found by search engines so that you stand a better chance of being listed higher in the results. Search engine marketing is a programme through which a website is tweaked to suite particular ranking criteria of search engines so that you may get higher rankings on search engines. How do you measure value from a website?The value of a website is directly linked to your business strategy. It is your strategy that defines why your business has an online presence and for what purpose. The metrics that we track and measure for a website are merely to gauge the success, or lack thereof, of a business regarding its online initiatives. |