5. Make sure the media fits
A media mix should reflect a company's marketing strategy and be appropriate to what it's selling, its target audience and sales season. During the holiday gifting season, for example, it may be appropriate to sell computer games on some sites of interest to adults 40 and over; however, there would be considerable waste during the rest of the year when teens and younger adults are more likely to do the buying.
6. Coordinate campaigns offline
Look at tying paid online advertising campaigns to offline advertising efforts. Specifically, in print ads use similar graphics, headlines and offers to those used online; list landing page addresses where consumers can get specially coded coupons or product-specific information and promote separate phone lines leading into central call centers for tracking.
7. Be responsive to inventory
Coordinate promotions with the company inventory and sales calendar so that potential sales aren't lost because the items referenced are not in stock. Monitor internal inventory and adapt promotions accordingly. For major seasonal sales promotions, plan campaign integration efforts a full six months in advance. There may be a large list of items that could and should be promoted, and each might have its own set of time and approval parameters.
8. Look for "upsell" opportunities
Marketers' websites should include an "also purchased" or "related items" list of products frequently purchased with such products (i.e., the rechargeable battery pack with their mobile device, the color-coordinated sweater that goes with the blouse, etc.).
Overall, it should be a relatively good year for online marketers -- particularly those who plan, use and integrate paid and natural search.