Gary Peeples, Black & Decker
I've learned to manage everything by objectives and don't do anything simply because you can or because you read that it was the new thing. With so many options, not all of them are going to make sense for the business. The best way to determine this is to gain the true objectives from the C-Suite. If it's truly an awareness play, then you need to look at completely different options than, say, a play to drive clickthrough or conversions. If you always start with the end result in mind, you almost never fail at delivering the right results.
Gary Peeples is internet marketing manager for Black & Decker. Read full bio.
My best advice: nibble. That's what I call it. You are extremely fortunate if you come into a position with a big interactive budget. If you're like me, you have/had little to none, and must show success to get more. Set small goals, manage by the objectives and show results against those objectives. Show success, nibble for more, repeat. It's like the directions on the back of a shampoo bottle. Be patient. Overtime, you will gain more and more support for interactive marketing and the dollars that you need. A great place to start is SEM. There is a whole universe of low lying fruit there.
