Tom Chu and Dominic Leung, owners of Luster Forever, found themselves in need of an extreme search engine optimization content strategy makeover. The partners launched their jewelry Web site in July 2008. Chu, previous owner of another successful site, eAutoWorks.com, created the design. Leung wrote the initial copy. They worked with a consultant to nail down the target market—fashion-forward women ages 18-35. The partners even traveled to China and hand-picked hard-to-find pieces.
Stylman adds that even better is for marketers to set up their online analytics in a way that they can compare results in this channel to those achieved by their offline channels, enabling a 360-degree view of marketing ROI.While some marketers already might have this on-staff expertise, to a degree, they likely have not trained these analysts how to interpret the online channel, says Lisa Wehr, found and CEO of SEM firm Oneupweb.