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   Internet effectiveness.  These are specific measures that are used to assess the way in 

which the website is used, and the characteristics of the audience. Such measures include 

specialist measures such as unique visitors and page impressions that are collected through 

web analytics, and also traditional research techniques such as focus groups and question-

naires to existing customers. From a marketing point of view, the effectiveness of the value 

proposition of the site for the customer should also be assessed.     

  Objective  setting 

 Effective digital marketing plans are based on clearly defined objectives since these will 

inform the strategies and tactics and help in communicating the strategic aims to the work-

force and investors. 

 Strategies are agreed to be most effective when they support specific business objectives. 

A useful technique to help align strategies and objectives is to present them together in a 

table together with the insight developed from situation analysis which may have informed 

the strategy.  Table   8.3    gives an example which also shows the links between strategies of cus-

tomer acquisition, conversion and retention and the tactics used to fulfil them, such as email 

marketing and search engine marketing, which we discuss in  Chapter   9   .  

 We also discussed the importance of SMART digital business objectives in  Chapter   5   . We 

noted the value of using metrics which combined efficiency and effectiveness and could be 

applied in the context of the balanced scorecard.  Table   8.4    presents detailed digital market-

ing metrics in this way.  

  Objective  setting 

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