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Internet marketing, also referred to as i-marketing, web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet. Measuring an effective advertising campaign is subjective, the ROI (return on investment) for each company is different, some of the components that are measured are time, cost, reach, and conversion. Internet marketing has morphed into so much more than the just internet based, where it used to be predominately SEM (search engine marketing) with pay per impression, pay per click, pay per play, or pay per action and SEO (search engine optimization) with long tail and short tail keywords, backlinking, and website design and coding,  it is now interactive multichannel marketing. Right now is the time of year that most business owners are creating or fine tuning their business plan for 2010, part of that process is to look back at what you did this year and last year, as well as to look ahead at what you might want to do next year and the years beyond. You can see in this illustration how much the cash flow changed as the actual sales differed from plan. Tracking variances is the best way of following through to assure implementation and the success of the business plan. Following the example in this series of articles, the Planned Profit and Loss illustration shows the gross margin, and sales and marketing expense area of the Profit and Loss table for the sample company, as it stood in the business plan developed in LivePlan.
The next illustration shows the actual results recorded in that portion of Profit and Loss table, after the end of March. I personally liked both your template and the one in the article, but I guess the best one is the one you get most use to. Bplans is owned and operated by Palo Alto Software, Inc., as a free resource to help entrepreneurs start and run better businesses.
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When measuring an internet marketing campaign we take traditional measurements and add in analytical data that can be tracked, measured, and comparatively analyzed. Internet marketing has grown from just paying for placement for visibility on the internet to interactive digitally focused engagement marketing, which involves the placement of media along varying stages of the customer engagement cycle.
A comprehensive marketing plan should encompass staying in front of current and past clients while also increasing exposure to get in front of new clients. Actual Cash Flow table for the same sample plan shown in Part 1 of this series would show the variance in cash flow and cash balance and how much can change, in the real world, despite good planning.
The company had to make significant adjustments to its short-term credit management in order to compensate for changed plans.
Looking at Actual Profit and Loss Results, the actual results illustration means little without comparison to the original budget in Illustration 2 above. Online business planning software makes it easier than ever before to put together a business plan for your business. It’s a knowledgable guide combined with a professional designer coupled with a financial wizard.
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This data can be used to judge execution, to compare with previous campaigns, as well as the web presence of competing companies.
Multichannel marketing is accomplished through use of the internet, email, mobile devices, and even extends offline. Through the use of technology and the internet this has never been easier, so get out there and get interactive. It postponed payments of short-term debt on its credit line and planned on additional adjustments with the short-term credit line.
The actual results are subtracted from the budget numbers, leaving negative numbers when the actual spending was more than budget or when the sales or profits were less than budget.
Sales and Marketing expenses were also above plan in March, causing another negative variance.
The analytical data from internet marketing is far easier and more efficiently extractable when compared  to a traditional offline advertising campaign, this coupled with the lower cost has made web marketing an integral addition to most business marketing plans.
The ease of use, scope and breadth of information, low cost of access, and mobility of the internet for the user  gives businesses the advantage of appealing to consumers any day, any hour, and in any location. The projected cash flow in the revised scenario is acceptable to the bank, if planned in advance. The strategy and overall effectiveness of an internet marketing campaign depend on the company’s goals, plan, and execution.

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