In brief:Related resource
How I use Online marketing in practice
Online marketing connects the web, content, advertising, email, data and sales. Channels make sense only as part of one customer journey.
What to watch out for
I use Online marketing to support a specific decision rather than as a label or a standalone metric. I begin by identifying the audience, the situation and the result that needs to change. I then establish what evidence is available, who will act on the finding and what practical next step should follow. I record the baseline, measurement date and limits of interpretation, so that a real improvement can later be separated from changes in tools, sampling, implementation or the wording of a query. This keeps the work connected to the customer journey and to the commercial context, rather than turning it into a presentation number.
Questions to guide the decision
- What specific decision should this clarify?
- What evidence supports the conclusion, and what remains a hypothesis?
- What will we do differently as a result?
- Who owns the change and when will we assess its impact?