When launching a new interactive marketing initiative, it is extremely important to start by laying out your goals and objectives. Ask yourself: what is it you are trying to do? Chances are it boils down to one or both of the following overall objectives:

1. getting more traffic to your Web site

2. getting your Web site visitors to exhibit some specific behavior while on your site

The first objective entails a number of available interactive marketing methods, both fee-based and otherwise, that get the attention of people out in the “Internet cloud” and then drive those people to your site. Examples are: pay-per-click (PPC) or cost-per-thousand (CPM)-based text ad campaigns, banner ad campaigns, search engine optimization (SEO), e-mail blasts, article marketing, blog marketing, optimized press releases, social media marketing, etc.

The second objective entails methods of getting site visitors to actually do something - often referred to as answering a “call to action” - once they get there.  Example include: Web page/landing page optimization, special offers, keyword optimization, writing user-friendly and interesting content, use of pop-up windows, on-site blogs, wikis, videos, image galleries, etc.

In sum, always start with your interactive marketing goals in mind and then select the best method(s) to achieve them the most efficiently and effectively.