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Online (Direct) Marketing Strategie Intercreation

Online (direct) Marketing Strategie B2B, B2C.

*Search Engine / Vindbarheid / Ranking / Direct Marketing (SEDM)
Email Marketing Digita High Way Advertisng
Online Media Planning /Webvertising
Social Media Marketing
Reputation Management
Priming & Framing

Internet & social Media Marketing and Online Advertising Solutions
Van Beek intercreation communication

Interactive Marketing specialist,
Direct and Social Media Marketing to engage B2B, B2C and consumers with businesses.


(InterDirect 1/1 Connecting with consumers is a challenge for businesses in today’s world.
Van Beek Intercreation Communicatie will design the strategies and solutions to meet the demand for consumers attention to connect businesses with customers through engagement and innovation using the strength of the Internet.





With traditional advertising and marketing, launching a creative campaign can be just as successful as launching an analytical campaign. However, with today's digital online marketing, creatively approaching advertising and marketing can sometimes adversely influence the profit and return on investment.

New online marketing techniques are the most measurable and accountable forms in history. Marketing online provides real-time tracking that can give online marketing companies the edge to react fast when sales begin to flatten. In today's economic environment, it is more essential than ever to insure you are executing against the fundamental, proven off and online marketing tactics that deliver results.
Find out what those fundamentals are and how to prioritize your scarce resources so you insure you obtain the highest return possible based on your product lifecycle and marketing communication needs.

The measurability and accountability of online marketing also offers a strong framework for calculating the overall effectiveness of dollars spent marketing online and for aligning the spending with tactics that are in alignment with the product or campaign goals be they awareness and reach, decision support and influence or relationship building. In any case, online marketing allows for measurements that help determine the effectiveness of individual online marketing tactics, ultimately maximizing profit and return on investment.

Let's take a look at some fundamental tactics that online marketing services companies use and how to evaluate their effectiveness:

Four Types of Online Marketing:

•Banner Advertising which can be further broken down to:
1.General
2.Contextual
3.Behavioral
4.Segmented

•Search Engine Marketing, also known as Pay Per Click (SEM/PPC)
•Search Engine Optimization (SEO)
•Email marketing
Core Measures For Understanding Performance:


•Costs per:
1.Impression
2.Click Through
3.Conversion

Benchmarking these metrics and understanding the likely costs is key. These statistics, however, are often tough to obtain without an online marketing services company -- especially if you have not done any of this yourself. These measurements can vary significantly across business types (Business to Business or Business to Consumer), industry, time of year, etc. In addition, vendors are hesitant to put numbers on the table for all these same reasons.

The following diagram helps illustrate this phenomenon and how to assess each tactic and how to align them with your overall goals.



Based on our tracking and experiences across many clients and industries, we see general benchmarks as follows:
Online Budget Allocations

As you evaluate your marketing spending on line, the first consideration is what are your goals and where your product or service is in the product lifecycle? While communication at the bottom of the pyramid delivers better targeting and conversions, if you are in the early stages of a product lifecycle and need reach and awareness, a broader approach might be appropriate. Ask yourself, which metric is most important for where you are and what you are trying to achieve.

But regardless of where you are, it is clear that in a performance based world where CMOs are held accountable for the return on the marketing dollars being invested, an analytical, strategic based approach would necessitate spending scarce marketing budgets in alignment with the returns above that are in alignment with their product lifecycle goals. How are you allocating your on line marketing budget?

Are you doing segmentation marketing? Learn what this is and how to apply it on line to deliver a new slice in the on line marketing pyramid that compliments and adds to behavioral and contextual banner advertising.

Built on a solid foundation of strategic marketing and advertising experience, we go beyond the traditional methods of most agencies.

Interactive webvertising Services:

Online Marketing Strategy van beek communicatie

*Search Engine Marketing (SEM
Email Marketing
Online Media Planning and Buying
Training and Consultation
Reputation Management

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With traditional advertising and marketing, launching a creative campaign can be just as successful as launching an analytical campaign. However, with today's digital online marketing, creatively approaching advertising and marketing can sometimes adversely influence the profit and return on investment.

New online marketing techniques are the most measurable and accountable forms in history. Marketing online provides real-time tracking that can give online marketing companies the edge to react fast when sales begin to flatten. In today's economic environment, it is more essential than ever to insure you are executing against the fundamental, proven off and online marketing tactics that deliver results.
Find out what those fundamentals are and how to prioritize your scarce resources so you insure you obtain the highest return possible based on your product lifecycle and marketing communication needs.

The measurability and accountability of online marketing also offers a strong framework for calculating the overall effectiveness of dollars spent marketing online and for aligning the spending with tactics that are in alignment with the product or campaign goals be they awareness and reach, decision support and influence or relationship building. In any case, online marketing allows for measurements that help determine the effectiveness of individual online marketing tactics, ultimately maximizing profit and return on investment.

Let's take a look at some fundamental tactics that online marketing services companies use and how to evaluate their effectiveness:

Four Types of Online Marketing:

•Banner Advertising which can be further broken down to:
1.General
2.Contextual
3.Behavioral
4.Segmented

•Search Engine Marketing, also known as Pay Per Click (SEM/PPC)
•Search Engine Optimization (SEO)
•Email marketing
Core Measures For Understanding Performance:


•Costs per:
1.Impression
2.Click Through
3.Conversion

Benchmarking these metrics and understanding the likely costs is key. These statistics, however, are often tough to obtain without an online marketing services company -- especially if you have not done any of this yourself. These measurements can vary significantly across business types (Business to Business or Business to Consumer), industry, time of year, etc. In addition, vendors are hesitant to put numbers on the table for all these same reasons.

The following diagram helps illustrate this phenomenon and how to assess each tactic and how to align them with your overall goals.

Based on our tracking and experiences across many clients and industries, we see general benchmarks as follows:
Online Budget Allocations

As you evaluate your marketing spending on line, the first consideration is what are your goals and where your product or service is in the product lifecycle? While communication at the bottom of the pyramid delivers better targeting and conversions, if you are in the early stages of a product lifecycle and need reach and awareness, a broader approach might be appropriate. Ask yourself, which metric is most important for where you are and what you are trying to achieve.

But regardless of where you are, it is clear that in a performance based world where CMOs are held accountable for the return on the marketing dollars being invested, an analytical, strategic based approach would necessitate spending scarce marketing budgets in alignment with the returns above that are in alignment with their product lifecycle goals. How are you allocating your on line marketing budget?

Are you doing segmentation marketing? Learn what this is and how to apply it on line to deliver a new slice in the on line marketing pyramid that compliments and adds to behavioral and contextual banner advertising.

Many SEO clients are focused on receiving ranking reports for their keywords as a major deliverable associated with a properly managed SEO campaign.

But ranking reports don't mean nearly as much as they once did. Search engine rankings change regularly, are different on various data centers, and won't generate traffic to the Web site, much less generate leads and sales, especially if a site ranks well for keywords that aren't often searched.

So, I preach to my prospects and clients that they should be focused on analytics and measurement of SEO much like they would (try to) measure any form of marketing effort. Is the SEO program generating qualified traffic to the site? Is the SEO effort generating phone calls (yes, you can track this)? Is the SEO effort delivering a solid ROI (for what I'm spending on these efforts, either in internal resources or outsourcing)?

Now, that's not to say that a firm you've outsourced your SEO efforts to shouldn't be delivering reports. They absolutely should. But, let's try to focus on things that actually matter. These include things like solid keyword research, a competitive analysis, a site structure analysis and analytics reports that "mean something" (making sure that analytics programs are set up properly and tracking what matters).

Today, I'll touch upon one of the most overlooked aspects of a successful SEO effort: the competitive analysis.

Determine Who Your Competitors Are

Many CMOs are quick to list off a number of competitors (those that they think of as competitors in the traditional sense). In the SEO landscape, we lean towards those "keyword competitors" -- Web sites that are ranking for keywords we'd like our client to be found for.

A good example of this would be a client from my former life who sold "signs" (banners, billboards, etc.). One of their main keywords was (is) "signs." At the time, the movie "Signs," starring Mel Gibson, was released. Obviously, the movie isn't a direct competitor for this keyword, but a page devoted to this movie ranks number one in Google for "signs," and the movie still has several mentions in Google's top 10.

How to Compete for Various Keywords

Once you've determined the keyword competitors, you need to determine the factors that might be in play to help these Web sites to rank, while yours may not.

It's possible to get carried away with this type of analysis, as there are over 100 factors in play to determine why a Web site might rank, and the factors (and the weight of the factors) will fluctuate in the search engine's algorithms.

With that said, there are some pretty consistent things that you can look for to better compete for various keywords:

•Age of Domain: Many people getting into business on the Web for the first time don't know this simple rule. Buying an aged domain saves you a great amount of time. While you're at it, buy a domain that already has links pointing to it (links from within your chosen industry, ideally). When you look at the Web sites that are ranking for your selected keywords, you'll most likely see a trend that those listed on the first page of the search results are many years old. This could be because it took that long to generate enough quality links/content, but an aged domain is certainly one of the most important factors that goes into getting a Web site to rank.
•Pages Indexed: This is what I refer to as the "Wikipedia effect." Wikipedia is an extremely deep Web site, with only one page relevant to your search. Why does it keep showing up when you're searching? Because the search engines have determined that the Web site -- as a whole -- is an "authority" site. That is, it's deep with quality content (there are a number of other reasons why this Web site ranks, but the depth of the Web site is certainly key among those reasons). Wikipedia has more than 380 million pages indexed in Yahoo.
•Linking: Through an easy "site:www.sitename.com" search on Yahoo, you can see the pages indexed and links indexed for any Web site that you're analyzing. Click on the "Inlinks" link and use the drop down to select "except from this domain," so that you aren't counting those internal links in your analysis.
By following these three simple steps, you'll gain a greater insight into what it takes to rank for the keywords you're interested in ranking for, and help you better understand the steps/tactics that you'll need to employ to compete with those that are showing up in the SERPs.

If you're interested, I'm offering a free SEO competitive analysis (much more in-depth than what we've discussed here) to the first 50 applicants. To request your competitive analysis