7 steps to plan interactive marketing

white paper

seven steps you should take

seven steps brands should take when planning

their interactive marketing efforts

S e v e n S t e p S y o u S h o u l d ta k e pa g e

Make It Green. www.LeapFrogInteractive.com

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contents


executive summary

step 1: Interactive Competitive analysis

step 2: determining goals

step 3: Budget development for 2009

step 4: Identifying channels

step 5: develop an editorial calendar

step 6: prepare the campaign’s foundation

step 7: Finalize and execute the campaign

Conclusion

Contact

sources

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executive summary

It has been projected that interactive marketing

spending will hit the $61 billion mark by 2012

(VanBoskirk et al). With this much competition,

a brand needs to make sure the dollars it

invests in interactive marketing are well spent

or risk being lost in the growing ad clutter. To

help ensure its ad money won’t be wasted, a

brand needs a blueprint to follow in order to

guide it to interactive marketing success.

To help with the creation of this guide, LeapFrog

Interactive suggests seven steps brands should

take when they are planning their interactive

marketing efforts:

Step 1

Perform an interactive competitive analysis to

understand the interactive marketing efforts of the

competition and which ones have been the most

successful as well as the interactive marketing

challenges inherent in the brand’s industry

Step 2

Determine goals to better gauge the success

or failure of a campaign’s efforts

Step 3

Determine the budget for the interactive

marketing campaign

Step 4

Identify the right interactive marketing channels

to utilize as part of the campaign

Step 5

Develop an editorial calendar in order to

coordinate the campaign’s message and how

and when that message is delivered

Step 6

Ready the foundation of the campaign by

performing the necessary preparation and

research for the marketing channels selected

to ensure success

Step 7

Finalize and execute the campaign by

coordinating both the launch and ongoing

monitoring and modifying of the campaign in

order to keep it on the path to success.

When performed properly, these steps can

help a brand’s interactive marketing strategy

lead it in the right direction instead of into a

marketing dead end. By understanding your

marketplace, your goals, and the right tools to

succeed in the former and achieve the later,

your brand will be able to reap the benefits

available through interactive marketing.



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step 1: interactive competitive analysis

A brand can’t walk blindly into the interactive

marketing realm. Before any marketing plan

can start take shape, a brand has to have an

expert understanding of the playing field and

the strategies and techniques its competitors

have already put into action.

To gain this valuable insight, a brand needs to

consider a competitive analysis. Without the

level of understanding that can be received

from the findings of such an analysis, a brand’s

major marketing investment could prove to be

money that is misspent.

According to Alan Gilleo, Executive Vice

President and Creative Director of LeapFrog

Interactive, a competitive analysis serves three

key purposes.

one

Survey the marketplace and determine

what interactive marketing approaches

have been successful and if any can be

adapted for the brand.

two

Understand the marketplace and the challenges

that exist to protect the investment made when

a brand engages in interactive marketing.

three

Provide the brand’s interactive marketing

agency partner with a good means to examine

the industry’s best practices and use this to fuel

the development of original creative ideas for

the brand.

If it is truly serious about interactive marketing,

Gilleo asserts, a brand needs to invest in

a comprehensive competitive analysis to

gather all of the information it can so it can

develop its interactive marketing strategy

more confidently.

On average, LeapFrog Interactive invests over

300-400 hours of research and preparation

into a comprehensive competitive analysis

performed by a diverse and experienced

team of interactive marketing professionals on

On AverAge, LeApfrOgInteractive invests over 300-400 hours of

research and preparation into a comprehensive

competitive analysis performed by a diverse

and experienced team of interactive marketing

professionals on behalf of its clients.



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behalf of its clients. Such an analysis examines

the brand, its competitors, and all aspects of

the competitors’ websites, from functionality

to usability to availability of the site.

“We examine all the angles to determine the

best course of action a specific brand should

take,” Gilleo states. “This is a deep dig and

has a huge impact on a brand’s interactive

marketing strategy.”

A wide gamut of information is gathered to

compile a comprehensive competitive analysis

for a brand. “We first check out a brand’s

position statement and message,” Gilleo

explains, “then we move on to the creative

side and branding and brand position. We

try to determine if the approach is effective

and works for its intended audience. We

examine the content and messaging and a

site’s usability and architecture. We test drive

a site’s tools and features and how easy it is

for users to access information. We also check

out how competitors’ sites are coded and the

programming language they use.

“Aside from breaking down their websites,

we also determine how involved a brand’s

competition is in interactive marketing and

check out their efforts. We examine the

keywords they are buying and using, how they

rank on the search engines, their social media

efforts…the whole length and breadth of what

they are doing.”

After all of this volume of data is compiled,

rankings are developed for the best

practices amongst a brand’s industry

competitors. The best competitors are

identified in a series of categories along

with the rationale of why they have been

chosen as deserving of praise. In the end,

a brand’s industry, its competitors, and the

shape interactive marketing is taking in this

marketplace are put into perspective. Once

this industry view is established, the actual

creation of a brand’s interactive marketing

strategy can commence.

Brands in need of an online competitive

analysis should consider partnering with an

interactive marketing agency like LeapFrog

Interactive to analyze the findings. An

interactive agency brings the advantage of

being outside a brand’s industry and this

objectivity, coupled with our own knowledge

of and experience in interactive marketing,

enables us to better report on whether a

step 1: interactive competitive analysis continued...



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brand’s competitors’ efforts are good or

bad and recommend a plan of action to

the brand.

Because they are based objectively, the findings

of the competitive analysis will sometimes not

paint a picture that a brand might want to see.

“We present what we find,” Gilleo explains,

“whether it is popular or not. We tell it like it

is—that’s why our clients hire us.”

Once presented with the findings, a brand can

elect to do whatever it chooses to with the

information. Much like in baseball, the brand can

waive off our signs and pitch whatever it wants.

If budgetary concerns are an issue, LeapFrog

Interactive can adjust to fit a brand’s needs.

“We can use one piece of the overall strategy

but still utilize the knowledge we gleaned from

the competitive analysis of the big picture to

make sure that one piece’s performance is still

maximized,” explains Gilleo. “We’re here to

help our clients, not take their money and run.

We want to provide help no matter what their

budget size may be.”

In fact, if the entire plan is not engaged initially,

a brand can come back to later and apply the

findings should budgetary issues be resolved.

When this happens, there might be slight

adjustments made on an as-needed basis but

the strategy as a whole won’t be redone.

While not required by LeapFrog Interactive, it

is highly recommended that a comprehensive

competitive analysis be performed either by

the brand, another third party, or LeapFrog

itself in order to ensure the best possible

results for an interactive marketing strategy.

A competitive analysis is a wise investment

of both the time and money involved in

preparing one because it helps make sure the

investment in interactive marketing is a sound

one and the campaign will provide a solid

return on investment. An Internet campaign

can be put together quickly but it needs a

plan guiding it in order for it to succeed. A

comprehensive competitive analysis can help

a brand better develop a winning interactive

marketing strategy.

step 1: interactive competitive analysis continued...



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Once the competitive analysis is completed and

a potential course of action is determined, the

next step is to define specific and measurable

goals for a brand’s interactive marketing

campaign. Well-defined metrics can help track

a campaign’s performance and provide insight

into what parts are working, what parts are

coming up short, and what modifications need

to be made to make sure the campaign’s final

result is a successful one.

How these metrics are determined depends on

the brand itself. What are the brand’s goals?

Is the brand trying to solve specific business

problems? Is the goal to save money? Are the

brand’s competitors engaging in interactive

marketing? All these factors and more are

then used to establish metrics that gauge the

performance of a brand’s interactive marketing

campaign while also providing statistics that

would be most important for a brand’s CEO

and CFO.

Measuring how well a campaign is performing

can also depend on the interactive marketing

elements employed to achieve the brand’s

goals. According to Michael Wunsch, LeapFrog

Interactive’s Director of Interactive Marketing,

the measure of success can vary dramatically.

A social media marketing campaign’s success

rate differs if the goal is to increase sales or to

simply increase site traffic. Brands sometime

want their social media efforts to go viral and

create a buzz, but it’s not as easy as it seems.

“Viral buzz can’t be created out of the blue,”

states Wunsch. “A viral campaign as such

doesn’t exist. In order for a social media

campaign to be a success, a brand has to

be committed to the long haul as well as to

sustained conversation.”

Social media requires a relatively small

investment of funds but a large investment of

time and effort. By contrast, the goals of a Pay-

Per-Click campaign provides a fast and 100%

measurable means to perform interactive

marketing. Even the most obscure brand

can generate click-throughs, and the ads

themselves can be modified to further drive

user response and the meeting of the brand’s

step 2: determining goals

WeLL-defined metrics cAnhelp track a campaign’s performance and

provide insight… to make sure the campaign’s

final result is a successful one.



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goals. The one drawback that while PPC is an

instant and sustainable traffic driver, it can be

very costly.

Search Engine Optimization is another very

quantifiable interactive marketing technique.

It is more measurable that a social media page

but does require the same sort of long-term

dedication to optimize its results. “We have

the tools and experience needed to track and

measure SEO,” Wunsch states. “We are able

to benchmark a brand’s starting site traffic and

show both progress and return on investment.”

The problem with SEO is that “some CEOs and

CFOs have a hard time fully understanding

how SEO works,” Wunsch explains. “However,

it does work; it’s just that its returns are hidden

and not as easy to grasp as a result.”

Once the marketing channels have been

selected and the metrics established, the

earliest point for acceptable data to be

compiled once the campaign gets underway

is 3-4 weeks. This is true regardless of the

type of interactive marketing campaign

being executed. The data can vary, however,

depending on the analytics software uses to

measure them. “LeapFrog Interactive avoids

this problem by using ClickTracks,” Wunsch

explains. “It’s log based rather than using sheer

traffic based and is closest to 99% accurate

because it looks at the raw log.”

Whatever the goals, it is important that a brand

consider the trends that are developing with its

interactive marketing campaign and not just the

results in the here and now. Wunsch advises

that it is better to watch the trends and take

it slow. While online behavior does change

rapidly and it is vital to be able to adapt to

these changes, understanding the underlying

trends can help ensure a brand’s interactive

marketing campaign meets its goals.

step 2: determining goals continued...



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After surveying the playing field and

the interactive marketing efforts of the

competition and determining the goals of

the campaign, the next step for a brand is to

determine how much money to invest into its

interactive marketing campaign.

Scott Million, LeapFrog Interactive’s Vice

President of Business Development, states

that how much a brand should spend on

interactive marketing is dependent on how

much is being committed to the brand’s

overall advertising budget. This figure can

vary by sales channel. The average spend for

business to business total marketing is 4.3%

of a brand’s annual revenue with 17% of that

spend going toward interactive marketing

efforts. For business to consumer, the total

marketing is 6.8% of annual revenue with

15% being assigned to interactive marketing

efforts. The current trend, Million points out,

is toward an increase in the percentage of

online and interactive marketing efforts.

Million advises brands keep three key points

in mind as they develop their interactive

marketing budgets:

• What are the brand’s goals?

• What can the brand actually afford

to spend?

• What is the potential return on investment

for this campaign?

The budget that’s decided upon, however,

does not have to be etched in stone. A

starting budget, Million notes, is just that:

a start. Budgets can evolve over the long

term. A successful campaign that leads to

more sales can generate potential additional

revenue to further increase the ad spend for

that campaign.

For suggestions as to where that starting

budget should be invested, a brand can

choose to turn to an interactive marketing

step 3: budget development for 2009

three key pOints tO keepin mind when a brand develops its interactive

marketing budget:

What are the brand’s goals?

What can the brand actually afford to spend?

What is the potential return on inestment for this campaign?

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agency like LeapFrog Interactive. The first

step would be that the agency would fully

understand the brand’s goals and then

determine where the brand is positioned

online. To accomplish this, Million states, we

have to research where the brand has been

and where it is going. This helps determine

the brand’s current online identity and what

changes need to be made to it.

After that, we determine what the brand

wants to accomplish and how to best reach

those goals. Once its goals are established,

we work with the brand to determine the best

metrics to measure in order to determine if

these goals are being met.

This process almost always results in

determining a feasible budget that can help

the brand’s goals be met and possibly even

exceeded. However, if for some reason a

brand’s budget and its goals aren’t in sync,

Million adds, we work with the brand to

determine a compromise that can achieve the

desired balance between budget and goals.

An agency like LeapFrog Interactive can offer

a brand an objective view of its goals and

the budget intended to attain them. This

enables an honest assessment of whether

the money the brand wants to spend will be

able to produce the results it desires.

step 3: budget development for 2009 continued...



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step 4: identifying channels

With a plan of action and goals ready and a

budget determined, the next step for a brand

is to determine which interactive marketing

channels to utilize for its campaign. As

LeapFrog Interactive’s Director of Interactive

Marketing, Michael Wunsch has had a great

deal of experience helping brands determine

the channels that fit them best. “The first

thing we do,” he explains, “is to perform

research to determine where a brand’s target

audience is. Next, our creative team adopts

a brand persona, giving the brand human

characteristics to better match its product

with its target market. Then we are able to

match the brand with its intended consumers

and set up our efforts wherever these

consumers can be found online.”

Some brands are better fits for certain types of

interactive marketing campaigns than others.

An SEO campaign, for example, is a better fit

for a brand committed for the long haul. If

the brand wants a quick fix and become the

top brand online next week, SEO would not

be the way to go. Because it can take months

to achieve a high search engine ranking and

because a brand’s competitors are also trying

to achieve the same goal, a brand must be

ready to commit itself when going the SEO

route. However, Wunsch suggests that given

the importance of search engine rankings in

the eyes of online consumers, “any brand

really has to be open to performing SEO.”

For brands wanting a quick return and with a

compatible budget, a PPC campaign could

be a good fit. An interactive marketing

agency can help a brand have a better chance

for a successful PPC campaign. When it

comes to PPC, “you get what you pay for,”

explains Wunsch. “Any one can do their

own PPC campaign via Google but without

any refinement, this effort can flop and be a

costly failure.” An agency can monitor and

refine a PPC campaign in ways a brand with

less experience and understanding of the

workings of PPC cannot.

A social media campaign is a very

inexpensive means to undertake interactive

marketing. Because it is so inexpensive,

Wunsch asserts, it is a form of interactive

marketing that can and should be done

by all brands. A brand must know its

audience and be flexible when it sets up

a social media page. Even if a brand is

just responding to comments on blogs, by

leaving a link it can provide benefits by



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helping build SEO. In fact, all brands can

receive SEO benefits by engaging in social

media marketing. More brand attention in

addition to link building can help drive a

brand’s search engine rankings.

By far the cheapest form of

interactive marketing but

also the most ignored by

larger brands is an e-mail

direct marketing campaign.

Any brand that is receiving

customer contact information

should consider capitalizing

on this data by using it to

develop a database for e-mail

direct marketing. Brands

not presently gathering this

information need to do so for

the same reason.

One reason brands are

hesitant to use e-mail direct

marketing is that they

immediately associate it with

spamming. However, when

the campaign is performed

properly, this isn’t the

case. “Brands should never

perform HTML e-mail marketing unless they

use an e-mail marketing system,” Wunsch

states. “Our Inbox Direct system is one

example. A system like Inbox Direct helps

keep the campaign off black lists and can

continued...



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help make sure the e-mails aren’t viewed

as spam when users receive them.”

Wunsch believes that the trend in

interactive marketing will be for more

brands to utilize SEO and social media

marketing because of the rising cost of

PPC, which as a result will become cost

prohibitive for most brands.

While any interactive marketing campaign,

when performed properly, can help a brand

online, a consolidated use of multiple

channels can benefit each channel’s

performance. SEO can help PPC because

a higher search engine ranking can make

a site more relevant and lower its PPC

ad rate. An HTML e-mail campaign can

drive site traffic and enhance SEO. Social

media campaigns can benefit both SEO

and e-mail campaigns by raising brand

awareness and driving site traffic. Users

that see a brand’s display ad can have a

higher likelihood of clicking through on a

brand’s PPC ad when they come across it.

Blending interactive marketing campaigns

provides a brand with more ways to get it

into the minds of its target audience. And

if an interactive marketing campaign hopes

to succeed, it has to reach the minds of its

consumers.

continued...



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step 5: develop an editorial calendar

Once a brand settles on the elements of its

interactive marketing strategy, the next step

is to determine when these various elements

are moved into action. To help coordinate all

these marketing efforts, it’s important for a

brand to develop an editorial calendar.

According to Scott Million, developing the

editorial calendar involves brand immersion

by an agency. LeapFrog Interactive, for

example, needs to get to know the brand and

understand what about the brand perception

is to be changed by the campaign. We also

need to know what planned events or seasonal

considerations might apply as content is

released in support of the campaign.

“The campaign needs to aim for items that

impact a brand’s target audience in the

most timely and effective manner possible,”

Million asserts.

The editorial calendar is influenced by industry

trends, trends in online behavior, and the

brand message. All three of these elements

combine to help shape and determine the

editorial calendar. The calendar needs to

enforce a combined presence and top-of-mind

audience awareness with the brand’s message.

It also helps ensure that the message of the

campaign is consistent across all marketing

channels. Spread across a variety of channels,

it can be easy for the brand’s message to

drift off course if not carefully steered. The

editorial calendar provides the rudder to keep

the brand’s message consistent and sailing in

the right direction.

The editorial calendar allows for the layout

of a plan that builds off all the activities that

comprise the interactive marketing campaign.

But it should not be considered an inflexible

document. As scheduled content comes up

for publication, the editorial calendar can be

revised or replaced in order to assure that

relevant and timely material is released that

best supports the campaign and its message.

Without an editorial calendar, a brand runs

the risk of a campaign that has its message

muddled across the interactive marketing

channels, has content that may no longer be

relevant, and lacks a clear direction to help

better drive the campaign and ensure its

effectiveness as a whole.



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An editorial calendar helps guide the

direction and coordinate the messaging

of an interactive campaign. To ensure that

the campaign is built on a foundation that

will help it succeed, however, research and

preparation must be done

for each element in the

campaign to ready them

for the task at hand. Given

the amount of research

needed during this phase,

the advantage provided by

an experience interactive

marketing agency again

becomes evident.

As LeapFrog Interactive’s

Director of Interactive

Marketing, Michael Wunsch

knows all the stones to

turn over when readying

a brand’s campaign

for action. “Keyword

research,” Wunsch states,

“plays a vital role in

many different types of

campaigns, in particular

SEO, social media, and PPC

campaigns.” Determining

the right keywords to use or purchase can

help attract users to a brand’s campaign.

SEO campaigns also rely on competitive

analysis. By understanding the industry,



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Wunsch explains, we can determine how

competitive it is and if we need to focus on

specific keywords to help the brand carve

a niche for itself. These keywords need

to mesh with the brand’s goals. Repeated

use of certain keywords can help drive both

sales or site traffic. It all depends on what a

brand’s goals are, Wunsch states.

A PPC campaign relies on appealing copy

as much as on keywords. It’s important that

the copy gets the users to do what the brand

wants them to do when they click through

to the site. If these users just visit the site

and don’t perform any activity related to the

campaign’s goals, Wunsch states, then the ad

isn’t working the way it should. Luckily, PPC

ads can be adjusted throughout a campaign

to further enhance their effectiveness. An

effective PPC ad, however, is always the goal

from the start, which makes the need for

preplanning a must.

A social media campaign depends on

more than just keywords. Because social

media involves conversation, the planning

stage relies on scanning blogs via tools like

BlogSphere. These tools help determine

what bloggers are talking about so when the

social media page is created, its content will

be relevant and attract users who can then

be driven to the brand’s site.

Creativity plays a key role in the design of

display advertisements. But even before the

content and design of the ads are finalized,

research is performed to determine the

best locations for the placement of the ads.

While the neighborhood in which a display

ad takes up residence is vital, it also helps

the click-though potential if the ad’s design

can catch a user’s eye. “We’ve found that

rich media ads that utilize flash actually have

higher click-through rates that static ads,”

Wunsch states.

A direct e-mail marketing campaign has

prep work unique to itself. Much like the

interactive campaign as a whole, the e-mail

campaign requires an editorial calendar

to determine the frequency and even time

of day that e-mails will be sent. Content

also must be carefully constructed to

avoid getting snared in spam filters. Use

of an HTML e-mail marketing system like

LeapFrog Interactive’s Inbox Direct can help

avoid the spam roadblocks thanks to canned

spam compliance built into its functionality.

continued...



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In addition to helping define its messaging,

a brand also plays a vital role in an e-mail

campaign as it must provide a valid list of

client e-mail addresses. Incorrect addresses

can lead to failed sends. All these steps

each play a vital part in creating an effective

and distinctive e-mail campaign.

The prep work for the various interactive

marketing elements can vary. A PPC

campaign can be up and running faster

because its performance can be tracked and

adjustments made on the fly. A social media

campaign can take a little longer because of

all the research needed to properly set up

the social media page and its content. The

many steps involved in the creation of each

e-mail can also require a higher amount

of lead time. In general, however, most

interactive marketing elements require 2-3

weeks of prep time.

Planning and research have been consistent

themes in the creation of an interactive

marketing campaign and continue to be

so at this stage of the process. As it can

be seen, the various interactive marketing

channels each provide their own unique

considerations as they evolve from the

planning to deployment stages. The

importance of employing resources that can

understand these considerations cannot

be ignored. If a brand lacks in-house

expertise, the value of partnering with an

interactive marketing agency might be

worth considering. A brand needs a guide

to lead it through all the twists, turns, and

pitfalls that can endanger the success of its

interactive marketing campaign. Interactive

marketing agencies like LeapFrog Interactive

can provide the guidance for brands when

they need it the most.

continued...



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step 7: finalize and execute the campaign

With all the parts in place, the final phase of

an interactive marketing strategy revolves

around setting the plan into action. At this

stage, all the responsibility for launching

the campaign is in the agency’s hands and

revolves around the scheduled launch date,

especially with integrated campaigns.

“With integrated campaigns, everything

affects everything else,” explains Michael

Wunsch. “Display and Pay-Per-Click

ads seen by a user on the same day can

increase the likelihood of click-through

thanks to recognition. Then these click-

throughs give SEO a boost, as can social

media directed traffic. The better known

the brand is, the more likely its campaign

will receive responses.”

The actual “go live” times for different

elements in an interactive marketing can

vary. Pay-Per-Click ads, for example, may

only appear during a certain part of the day,

while e-mails may be sent at a specific time

and day. The idea is that the various elements

develop recognition in the users’ minds and

thus drive click-through potential.

While budgetary considerations sometimes

make an integrated campaign not feasible,

run independently display ads, PPC, and

social media campaigns all can build brand

recognition and draw attention and traffic

to a brand’s campaign. Then if the budget

allows for it at a later date, additional

elements can be added to broaden the

campaign’s scope, and these elements

can potentially benefit from the brand

recognition already established by the initial

interactive marketing effort.

It is common for agencies to have Quality

Assurance departments that put an extra

set of eyes on the campaign to make sure

everything is working as planned. LeapFrog

Interactive, for example, has a dedicated

team that is responsible for guaranteeing

that the campaign does not trip coming out

of the gate nor stumble as it races around

the track.

During this final stage of the process, a

brand does have one important role to

fulfill. It will need to work with the agency

to determine what data needs to be tracked

and reported in order to determine how well

the campaign is performing.



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step 7: finalize and execute the campaign

After the campaign is launched, the tracking

and reporting stage begins. Generally,

explains Wunsch, it takes between 1-2

months for trend to be measured accurately.

Tracking begins on day one of the campaign

and performance numbers are the first bits

of data to be received. During the first two

weeks, reports are monitored with initial

trends beginning to take shape by the end

of the second week. The next two weeks

involves more monitoring of reports and the

accumulation of more trend data.

After the first month ends, the trend data is

analyzed to identify any glaring issues that

need to be addressed. If no problems of this

nature exist, report monitoring and trend

tracking will continue into the next month.

The only marketing element that veers from

the tracking and reporting is social media

marketing. For a social media page, there’s

an ongoing daily effort revolving around

what to post on the page each day.

In the end, the client’s goals help determine

if the results of an interactive marketing

campaign are positive or not. Realistic goals,

however, are a must if the trend reporting

is to be meaningful and accurate. A client

that sets unrealistic goals for its campaign

may view the results being reported as an

indication of failure when, in fact, with a

more realistic set of expectations, these

results would indicate that the campaign was

a success. If a brand wants help setting the

right goals for its campaign, an interactive

marketing agency like LeapFrog Interactive

can offer the extra support it needs so the

brand won’t misconstrue the results its

campaign receives.

continued...



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Complete a completive analysis. Determine

goals and how to measure them. Settle on

a budget. Select the marketing channels for

the campaign. Develop an editorial calendar.

Prepare the foundation. Execute, monitor,

and modify the plan.

These seven steps define success and failure

for an interactive marketing campaign. They

each require nuance, understanding, and

experience to come together in a way that

helps an interactive marketing campaign result

in a brand-satisfying end result. Without the

strategy these steps help provide, a brand’s

campaign can be ill defined, ill prepared, and

potentially ill fated.

Using the 7 steps discussed here and

partnering with an experience interactive

marketing agency like LeapFrog Interactive,

a brand can create an interactive marketing

strategy that maximizes its chances for a

successful campaign. Don’t have your brand’s

campaign face an uncertain outcome. Plan

ahead and develop the interactive marketing

strategy that is bested suite for your brand to

come out on top.

conclusion

LeapFrog Interactive Tel 502.212.1390 Email [email protected]

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1. “Interactive marketing spending has been projected to hit $61 billion by 2012”

VanBoskirk, Shar, et. al. “US Interactive Marketing Forecast, 2007 to 2012.” Forrester. 10 OCT

2007. 11 Jun 2008 <http://www.forrester.com/Research/Document/Excerpt/0,7211,42463,00.

html>.

sources

7 steps to plan interactive marketing

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