The document outlines the benefits and drawbacks of various digital marketing platforms including websites, social media, custom applications, email marketing, and search engine marketing. It highlights key considerations for each platform, such as potential pitfalls to avoid and appropriate use cases. The overall emphasis is on the importance of strategic selection and maintenance of online marketing tools to enhance visibility and engagement.

1. Making it happenSteve Jurkensteve@whatsacookie.com

2. Stick to your goalsChoosing the right web platforms

3. A Killer WebsiteProsInfinite possibilitiesComplete controlGenerate sales and leadsBuild customer databaseComplete listing of products and servicesEasy to trackCons Takes time to build momentumNeeds to be found first!

4. A Killer WebsiteWatch out for…Broken LinksOutdated content or informationConfusing LayoutsInconsistent designsMalfunctioning apps

5. A Killer WebsiteWhen to use…Everyone needs a website!

6. Social Media PlatformsProsMostly freeViral possibilitiesSupports and grows websiteImmediate contact with loyal customersAdds relevance for searchAutomated content distributionCons TIMELimited flexibilityDifficult to measure successSlow ramp up periodHigh expectations

7. Social Media PlatformsWatch out for…Infrequent updates (or none at all)Requires genuine interactionRepetitive informationInappropriate content

8. Social Media PlatformsWhen to use…Spread the word – once your website is readyUnique offers and specialsWilling to use adsHave a specific goal in mind: traffic, leads, referrals, reviews, etc.Looking to grow market share

9. Custom Web ApplicationsProsComplete customizationSky’s the limitAutomate repetitive processesGather more leadsDrives Search rankingsCons ExpenseSupport and updates

10. Custom Web ApplicationsWatch out for…Costly changes and adjustmentsMissed opportunitiesToo narrow of focusUnnecessary featuresLabor intensive upkeep

11. Custom Web ApplicationsWhen to use…Create a competitive advantageCustomers have expressed interestSimplify complex processesEngage a new demographic and grow your target audienceImprove lead / sales generation

12. Email Marketing CampaignsProsIncredibly high ROIImmediate impactKeep customers loyalPromote specials and salesAdd to credibilityEasy to measure successCons Spam and BlacklistingTakes time to create contentInfrequent communication

13. Email Marketing CampaignsWatch out for…Don’t trick customers into signing upCampaign AbandonmentSteady supply of fresh (and interesting) contentEasy to overdoDatabase accuracy

14. Email Marketing CampaignsWhen to use…Build a long term relationship with clientsAdd value and educateProvide exclusive offersAsk for feedbackBuild a positive reputation

15. Search Engine MarketingProsIncrease traffic dramaticallyGet found by customers you otherwise would have missedVery quick impact of successful effortsComparatively inexpensivePay only for successCons High competitionCan take time to establish positive momentumConstant tweaking and adjustments required

16. Search Engine MarketingWatch out for…Misleading keywords that don’t bring real opportunityNot having enough supporting contentPricey keywordsPaid clicks with low lead conversion

17. Search Engine MarketingWhen to use…Ready to bring new customers to your siteNew product or service launchesLanding pages for specific goalsGenerate leadsGain market share

18. There’s always something…Online Video

19. Ratings and Reviews

20. Directory Services

21. Event Streaming

22. Maps and Local Search

23. Mobile Marketing

24. iPhone Apps

25. Display Ads

26. Minisites / Minigames

27. Surveys / Polls

28. Blogs

29. Coupon sites

30. Educational webinars

31. Lead aggregators