The questions that follow ask you to examine the underlying
rationale for work we seek to do for you, and gives us a quick
assessment of your position in regard to how we can work with
you “out-of-the-box” and where we need to improve communication
or take more responsibility on our end:
1. |
What are your reasons for advertising and
marketing on the internet? |
2. |
Do you have unique information, products or
services, or are you merely trying to “keep up with the
Joneses” because your competition is making an aggressive
push online? |
3. |
Are you trying to sell products, or are you
looking to build your brand—or both? |
4. |
Have you done a thorough competitive analysis? |
5. |
What is your competition doing online? |
6. |
How would you describe their efforts in
relation to your own? |
7. |
What have you done previously in terms of
marketing and advertising via the internet? |
8. |
Were you happy with your prior internet
marketing efforts? Why? |
9. |
What are the skillsets of staff members who
have responsibility for your company’s internet marketing? |
10. |
What are your short-term marketing goals? |
11. |
Long-term goals? |
12. |
Specific goals for a project you are
planning? |
13. |
Do you integrate your offline marketing
with online efforts, or do they exist independent of each
other? |
14. |
Do you promote your web property (or
properties) in every possible way? |
15. |
How? |
16. |
Are there other sites in your company’s
constellation of web properties that you want to drive
traffic to, or are you trying to run campaigns for several
properties simultaneously? |
17. |
Do you have other sales channels (like
brick-and-mortar stores, catalog sales and other types of
direct marketing)? |
18. |
What do you plan to offer to people who
come to your site once you drive them there with your
marketing efforts (what is your site's value proposition)? |
19. |
Do you have a “One-To-One” relationship
with your online visitors? |
20. |
How many of your visitors come from
marketing campaigns? |
21. |
From text links? |
22. |
From banners? |
23. |
From rich-media campaigns? |
24. |
How many of your visitors are customers? |
25. |
Do you engage potential customers outside
of your domain? How? |
26. |
Is your site personalized in any way? |
27. |
How do you view and categorize your
customers? |
28. |
How do you communicate with your online
customers? |
29. |
What are your views on and experiences with
new customer acquisition and customer retention? |
30. |
What are the costs-per-acquisition for
customers in your various channels? |
