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Trivera's Tom Snyder to Speak at 2014 BizExpo

tom-snyder1.jpgOn May 21, 2104, hundreds of Milwaukee area business owners and professionals will descend upon Potawatomi Bingo Casino to learn about the latest trends and best practices at the BizExpo, presented by BizTimes Media.  The event consists of dozens of booths, several award events and an impressive list of  seminars led by some of the area's most knowledgeable business leaders and experts.

Among them are Trivera President and CEO Tom Snyder who will be presenting  "The 5 Digital Marketing Mistakes You're Probably Making." at 2:45 in seminar Room C.  

In the 18 years he's been in the digital marketing field, Tom has watched thousands of owners, agencies and marketers struggle to figure out how to use web technology to help their businesses. As the parade of almost universally misunderstood shiny objects...websites, email marketing, search engine optimization, Social Media and mobile...marched on, he has seen a lot of those businesses succeed, but he's seen even more fail. Ultimately, the challenge is effectively integrating proven marketing tactics with the newest technologies. Tom will identify five of the most common digital marketing mistakes most businesses and organizations make, why those mistakes are preventing them from acheving the results they’re looking for, and what they should be doing instead. 

The session will also help them avoid a sixth digital marketing mistake they're also probably making by encouraging them to attend Trivera's upcoming Social Media University - Milwaukee on June 11th, also being held at Potawatomi Bingo Casino.

Admission to the event and all sessions is free, but requires pre-registration.

James Benz Becomes Newest Member of Team Trivera


KDF_3496-1b.jpgTrivera is excited to announce the latest addtion to our team, Design and Usability Specialist, James Benz.

James has been designing websites, print collateral, tradeshow displays and just about everything in between since the very early days of the internet. A 1997 graduate of UW-Milwaukee with a BFA in Graphic Design, he has witnessed many standards and trends come and go. By developing networking relationships with several marketing agencies, James has had the opportunity to design for many national clients: including Whirlpool, Maytag, Milwaukee Tool and H&R Block to name a few. Just like Trivera, James has also won an award from Graphic Design USA in the category of Interactive Design.

Prior to coming aboard, James was Creative Director for Sunant Interactive and Top Floor Technologies.

Away from work, family comes first for James. He loves spending time with his wife and 3 children doing literally anything. On a typical night it’s not unusual to find James playing Barbie’s with his 9 year old daughter, and then 15 minutes later wrestling with his 2 older boys. He likes to relax and blow off steam by training in Muay Thai (kickboxing), fishing, and riding his blacked-out Harley. Just don’t make the mistake of talking music with him. A Rock & Roll historian (more like fanatic) since a very early age, he could literally talk for hours about Rock & Roll, past and present (and if he ever gets into music mode, feel free to sneak away – he’ll probably keep talking anyway and won’t even notice).

Date Set for Social Media University 2014

SMUM2014-logo.jpgIn the summer of 2009, Trivera produced Social Media University, the very first conference of its kind in Milwaukee. Nearly 400 marketers, business owners and agencies gathered at the Italian  Conference Center to learn about this potentially powerful, but still relatively unknown marketing vehicle. Now 5 years later, experience has replaced theory, and reality has eclipsed the optimism. Still a leading authority on Social Media, Trivera presents another daylong event on June 11, 2014 to educate and inspire the market about the importance of all aspect s of social media in your marketing and business strategy.

DSC_6725.JPGThis year's event will be held at Potawatomi's Woodland Dreams Ballroom and Expo Center on 17th and Canal St.  Centrally located, the facility provides easy access, more room, and free parking for attendees.

Just like last event, the focus will be on providing you with practical hands-on knowledge from experts who are in the trenches helping real businesses and organizations just like yours, to successfully use Social Media as a marketing and business tool with the insight of 5 years of hands on experience  Several speakers have already been confirmed on a wide array of topics:

  • Tom Snyder (President, CEO, Trivera) - Social Media 5 Years Later - Strategy is Still The Key
  • Christina Steder (President, Clear Verve Marketing) - Integrating Traditional and Social Media, Not Only Possible but Necessary
  • Wayne Breitbarth (Author) -  LinkedIn, your B2B Social Media Secret Weapon
  • Christopher Graham (Digital Media Specialist, Potawatomi Bingo Casino) - Managing and Measuring Your Social Media Efforts
  • Paul Stillmank (President and CEO, 7 Summits) - Business Benefits of Building Internal and External Online Communities
  • Michelle D'Attilio and Jeanette Pham (Sosh) - Creating and Maintaining a Social Media Editorial Calendar
  • Chris Remington (VP Business Development and Client Strategies, Trivera) - Keeping Your Website Relevant in a Social Media World
  • Katie Fleming and Cory Ampe (Trivera) - How Social Media impacts Your Position in the Search Engines


Other sessions will include the latest techniques to help you understand and leverage Twitter, Facebook, Foursquare, YouTube and Pinterest (presenters to be announced).

DSC_6857.JPGA panel discussion will reunite members from  the  similar panel of  five years ago and add a few others to share the secrets to the successes they have achieved as Social Media...and their business paths...have evolved over the last 5 years. Panel members include: Joe Woelfle (Blatz Liquor, now State Farm Insurance), Joe Sorge (Founder of AJ Bombers and now President  of -  Hospitality Democracy), Scott Baitinger (Founder of Streetza Pizza, now CMO at Verlo Mattress Factory Stores), and Leslie Rivers (Marketing Associate- Milwaukee Ballet).

Rounding out the day will be an afternoon keynote from a digital strategist from a brand you know and trust ( to be announced shortly).

A variety of exhibitors will have booths to showcase their products and services. And the day will be capped off by a networking reception with cash bar.

DSC_0855.JPGTickets are $139, ($129 if 3 or more from the same company register at the same time) and include continental breakfast, lunch, snacks and beverages. Because some speakers are yet to be announced, we're offering early bird registration tickets at $119 each till March 31st. Register at SocialMediaMilwaukee.com

The first Social Media University Milwaukee sold out. Buy your tickets early to reserve your spot. Don't miss out! Follow @GoSMUM on Twitter, or find Social Media Unversity - Milwaukee on Facebook.

Cory Ampe Joins Trivera

bio-cory-opt.jpgCory Ampe has joined the Trivera team as Client Services Director.  

Cory has worked in marketing for more than 16 years. Prior to coming aboard, she was most recently at Trade Press Media Group, and before that, Fullhouse Interactive.

Cory began her career as a magazine editor where she honed her writing and storytelling skills. On the client side, she's worked for a large financial institution, a satellite-based internet infrastructure service provider and a business-to-business media company. In her agency work, she worked with clients of all sizes -- from non-profit NGOs to leading brands such as Johns Hopkins Medicine and Miller Brewing Co. -- to bolster brands and engage and convert coveted audiences.

When you trust Trivera for your digital marketing success, Cory will be your point of contact for the time your project is in our pipeline, and beyond. 

As Trivera's client services director, she will lead your project kickoff meeting, act as your advocate to our production team and be the voice of your weekly progress calls till project completion.  Leveraging her deep experience in branding; strategic communications planning; email marketing; advertising; social media; content marketing; SEO/SEM,  Cory will also develop and present the monthly ongoing reports that will help you analyze and improve the performance of your marketing efforts,

When not at Trivera, Cory is having fun with her daughter Darla (age 4.75) and son Louis (age 17 months). She enjoys camping, cooking, movies and listening to music. Shortly after graduating from UW-Milwaukee, Cory moved to her second-favorite city, Baltimore, where she worked for a boutique advertising and marketing agency to support her relentless pursuit of film director John Waters. Cory returned to the Milwaukee area in 2004 to marry Trivera Interactive alum Jeremy Ampe. She has remained a friend and fan of Trivera since her first encounter with the company and is thrilled to now be an official member of the team.

Trivera Turns 18!

happy18thbirthday.jpgRegardless of our age, we all celebrate our birthdays every year. But, there are a few birthdays that mark milestones.  Sweet 16 marks a passage to the age where one can drive a car. 21 is when one is legally allowed to consume alcohol. 30, 40 and 50 are often marked with black balloons and taunts of being over the hill. I'm facing...gasp...my big 6-0 in February (or as I've chosen to call it, my second 30th birthday), but I digress.

One of the most special birthdays is the 18th. It marks the passage from youth to adulthood. You're reckoned by society as wise and mature enough to vote, get married without parental consent, and serve your country in the military. 

Today, Trivera celebrates our 18th birthday.  Back on January 16th, 1996, we became one of the very first...and one of only a handful of...web design and development agencies in Wisconsin.

At the time, Internet Explorer, Chrome, and Safari didn't exist, just Mosaic and Firefox's predecessor Netscape. There was neither a Google nor a Bing  - the top search engines were Alta Vista, Excite, Lycos, Webcrawler and Infoseek. There was no eBay, Netflix or Wikipedia.  Joomla!, Drupal, Wordpress and Concrete5 were all years from being born. Email marketing and Social Media didn't exist. Nor did Digg, Tumblr or even RSS. Smartphones, mobile devices, tablets, iPhones and iPads hadn't been invented. Pinterest, Foursquare, Twitter, Facebook, YouTube or even MySpace? Not even on the drawing board! There was no broadband or wifi - internet connections came via a slow dial-up modem.  And 87% of all businesses polled in a survey said that the web was a fad, and they would never have a need for it. Ever. 

Our name back then was Websight Solutions, and our tagline was "web sites with vision." Fitting because back then, anyone who was doing anything on the web had to be visionary. Jeff Bezos had just started Amazon.com. Jerry Yang and David Filo had just incorporated Yahoo!. Craig Newmark had just launched Craig's List.

And there was us.

But we convinced Usinger's, Mitchell Airport, and FrankMayer and Associates to take their first leap onto the web. In those early years, our other early adopters inlcuded Aurora and Ministry Health Care, Holy Hill, the Marcus Center, Milwaukee Harley-Davidson and Mustela. Since then, we've been proud to have also helped other noteworthy locally-based brands like Potawatomi Bingo Casino, Strattec Security Corporation, Simplicity, Perlick and Dental Associates, as well as national brands like Motorola, Lotus, Frabill, and Panasonic.  We just started working on Frank Mayer and Associates' 43rd project, and are just wrapping up Mitchell Airport's 30th. In a few weeks, InvestorsBank becomes the most recent member of the Trivera story with the launch of their new site

Despite the fact that over 18 years we've seen the web go from infancy to youthful exuberance and on to a mature and necessary component of every business' marketing arsenal, for most marketers, how to make it work is still is a mystery. So we've been honored to have hundreds of other clients ask us to help them figure it out. Some big,  some small, some household names, others obscure to all but their niche customers.  But the one thing they all have in common is that they needed someone to help them navigate through the rapidly evolving, and quite confusing world of digital marketing, web design, e-commerce, email marketing, search engine marketing, Social Media and mobile, and they chose to trust us, originally as Websight Solutions, then as wirestone, and now for the last dozen years as Trivera.  

2014 will be a year of bold new plans: new customers, new partners, continued expansion, and the 5 year reunion edition of 2009's Social Media University. So Happy Birthday to us! Thanks to our awesome clients for their years of support, and our awesome team members who helped us earn that support. As we blow out the candles on our birthday cake, our wish is for another 18 years of success for us, but more importantly for all our clients because they've given us the opportunity to help them succeed.

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Pinterest: Social Media or Seach Engine?

 

pinseo.jpgPop Quiz: After Google, what is the second most popular search engine? If you said Yahoo! or Bing, you're typical but not correct. The right answer is YouTube! More people use YouTube's search to find what they're looking for than use Bing, Yahoo!, Ask and AOL combined!

And who is number three? If you said Yahoo! or Bing, you're wrong again. According to Shareaholic Analytics, in October of 2013, Pinterest had more traffic than either of them.

For the uninitiated, Pinterest is an image-based information sharing social media website where users create and manage image collections in categories, such as favorite places and spaces, interests, and hobbies. Users browse other members' pinboards for images and can "like" photos and even "re-pin" images to their own pinboards. The audience for Pinterest skews highly female. Pinterest has 25.6 million users spending an average of nearly 15 minutes per visit.

Many users simply log onto the site and browse through the latest images posted by their favorite users. However, an ever-growing number are using the search tool as an actual search engine to find solutions to problems, answers to questions, and suggestions and ideas for items to buy or services to contract.

Pinterest offers business accounts. Those accounts allow the owners to display all the important information about the business so prospective customers can find and contact them. Communicative photos and shareable infographics posted from those accounts can link to the company's website. Pics become clicks. And clicks create purchases.

While businesses of all types are taking advantage of Pinterest, builders, landscapers, remodelers and interior decorators are getting great results from Houzz, a similar site aimed at that specific market segment. While Pinterest is general and skews female, Houzz is more targeted and skews just a bit more male.

All of this comes as a surprise to the many marketers and business owners who still regard much of social media as just fun and games but not serious tools to help their business. However, smart businesses are already capitalizing on it and, like they did with Google and YouTube, are turning Pinterest into sales. If a picture or informational image can communicate your brand's value proposition, so can you.
 
This article originally appeared in the Biz Times Social Media Strategies.

5 Visitor Groups Your Website Needs To Be Ready For

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Your presence on the web has never been more important to the success of your brand.  It's also never been subject to more circumstances, elements and efforts that can damage it. And the only thing necessary for every bad thing imaginable to happen to it, is for you to do nothing and think your site is doing fine. So it just boggles my mind that so many marketers and business owners choose to sit back and let failure happen.

Website success has always been about who will be coming to your site, how they will access the site, what they're hoping to accomplish, and what will..or won't...happen when they get there.  While everyone hopes that it will simply be customers who will come and engage in a business transaction, it's a lot more complicated than that.  There are actually 5 easily identifiable groups of visitors who require strategic efforts that you'd better be prepared for.

Because, ready or not, here they come:

1.) Hackers, Crackers and Internet Miscreants  

Unless it's more than a few years old, your website is likely built on a Content Management System (CMS). Just like any other software product,  that system has likely had improvements made to it over time. In addition to feature improvements, every upgrade since it was first built also contains critical security enhancements. Legions of hackers are scouring the web every minute of every day trying to find old and vulnerable installations of Joomla!, Drupal, Wordpress and Concrete5 and using them to execute mass identity theft. I don't know if it's a fear of change or just a reluctance to spend the money on repairs should a CMS upgrade "break" the site. Regardless, the thousands of out of date websites are a jackpot for hackers.  Unless you have an upgrade plan in place, there's a good chance that someday thousands of people will be getting a fake email that looks like it came from their bank, but actually came from your site. Not only that, but then they'll click a link to log into a fake bank login page on your site and give identity theives the info they need to drain their real bank account. Because this activity leads to blacklisting, site shutdowns, and even potnetial legal consequences it's not the kind of traffic you want. But if you're not regulalry upgrading your CMS, it's the easiest and mosty likely traffic you'll get.

2.) People With Browsers Newer Than Your Site 

Every time a new version of a web browser is released, design and functional elements on your website that may have worked before  potentially malfunction or totally fail on the new one. If your website was built in 2009, it was tested to work on Firefox version 3. The current release is version 24.  Internet Explorer was on version 8. They've just released version 11. Safari 4 was the current version, but has now been replaced by version 7. Unless you've upgraded your site, or conducted ongoing browser compatibility testing, you have had people coming to your website to do business with you, but either can not or choose not to because the site doesn't work for them. And while that number has grown every month, that's a growth metric you don't want. 

3.) Mobile Device Users

Smartphones and tablets are no longer just for "people on the go." For millions of people, they are the preferred method of acessing the web. If your website isn't formatted to provide a visitor an optimal visual and navigational experience regardless of the device they'e using, you've essentially told half your potential customers that you're really not interested in their business.  And they are happily taking that business to sites that are. 

4.) Social Media Enthusiasts

Word of mouth has always been one of the most effective forms of marketing. Social Media takes that power to a new level.   Does your site have a blog? A pressroom? Videos? Do your pages have Facebook "Like," Twitter "Tweet This," Pinterest "Pin it," and Google "Plus 1" icons?  The jury may still be out on the extent that your execution of a Social Media plan will create meaningful inbound traffic. However, your site still needs to be updated to include the kinds of content that is easily shared in Social Media channels, and the tools that make it easy to do so. If it doesn't, you are missing the opportunity to take advantage of the viral referral power of your visitors' social savvy and their inclination to share your brand with their professional and social networks.

5.) Search Engine Traffic

The sad fact is that, unless you've been keeping up with the major changes in the way Google produces results to search queries and making sure your site has been adapting to accommodate those changes, the number of qualified customers coming to your site as a result is steadily declining. If you think that Penguin, Panda and Hummingbird are zoo animals, and an algorithm is a catchy tune about a former vice-president, your share of the 125 billion searches per month is pretty close to zero, and getting closer every day. Those are the people who aren't coming. But if your site isn't set up to show up on page one with meaningful and accurate search results and instead send unqualified visitors to your site, the ones who do come will leave your site as quickly as they came. Those are called bounces, and the more of those you get, the lower Google will rank you in their searches.  A strategic Search Engine Optimization plan is the only way to get meaningful numbers of qualified visitors to come to your site. 

 

While there are other elements that will contribute to a successful web strategy (email, direct and traditional marketing), this list represents the minimum effort necessary to just avoid failure.  With a new year beginning in just a few months, now is the time to plan your budget for setting up and executing a strategic plan that systematically optimizes your site to create the right outcome for every one of these groups and help your web presence reinforce, and not erode your brand, and more importantly, contribute to your bottom line.

 

About Trivera:

Your growing business is faced with more challenges than ever before. Managing your online presence in the face of tightening budgets and steadily increasing customer expectations can be a difficult and complex task.

Trivera’s proven approach to web design and development builds your online brand with smart design and creative technology. We’ve been helping companies like yours since 1996, growing our capabilities along with the web to serve the needs of our diverse mix of clients.

For most compnaies, the web is a cloud of confusion. Our experienced team excels in managing your projects for the greatest return on your investment using a proven, collaborative process that delivers results on time, on budget and on target. Our mission is to provide you with the knowledge, service, products and ROI that will make you a hero.

The New Trivera Website: Responsive, Parallax and Feature Rich

Trivera Site CaptureAsserting its position in the market as a leader in the digital marketing space, Trivera has launched its brand new website. The new site incorporates many of the features it has been recommending that customers incorporate into their own sites.

The biggest, and most obvious feature is a fully responsive architecture and design. That concept provides visitors an experience where all site elements and content are automatically formatted for the specific device they're using. While desktop users will see a website optimized for a full width monitor, tablet users will see the elements readjust to optimally, fit their display, even as they go from landscape mode to portrait mode. The use of retina images provides viewers with iPads photos and graphics in stunning resolution. Visitors on smartphones will see the navigation change to a style that better accommodates finger taps instead of mouse clicks. Phone numbers and addresses take advantage of mobile functionality and while images are resized to take up less of the display, text sizes are scaled to provide greater readability.

The home page features an example of parallax scrolling, where layers and the background scroll at different rates to create a three dimensional effect. While some sites use the effect to create an entire website that parallax scrolls from the top of the home page, the Trivera site chooses the more subtle use of the effect to avoid the damage to Search Engine placement that the other approach produces.

Years of blogs were imported into the new site, a project that was more difficult than it may appear. The previous site used Digitalis as the main site Content Management System, and used Wordpress as the blog platform. Both the site and the blog for the new site reside in a single implementation of Concrete5, made possible by Trivera's technical team performing a major re-programming of that platform's blog to include many of the Wordpress functions that bloggers rely upon.

The site makes extensive use of Concrete5's native functionality to display and rotate team and office photos.

Social Media plays a large part in the new site, with social feeds from Trivera and team members' Twitter, Facebook, Pinterest, LinkedIn and RSS feeds displaying on the home page and an expanded "Notebook" section. Blog posts contain social sharing buttons, and links to Trivera's Social Media profiles display on every page.

The website represents a quantum leap from the previous generation of website development and showcases a lot of the features, functionality and forward thinking that Trivera offers its clients.

Bob Sabinash Returns to Trivera

Bob SabinashThe newest member of Team Trivera also has the honor of being one of the oldest. After an 8 year stint at Northwoods Software, Bob Sabinash comes back to the same company he spent 6 years at a decade ago, as Trivera's Vice President of Business Development.

"Over the years, we have had several employees who were literally the heart and soul of our company, but had the opportunity to explore new opportunties. We are more than delighted to have one of them back," said Trivera President and Founder Tom Snyder. "Bob was an incredible business development specialist when he was here last time. With 8 more years of market experience, he brings even more potential...and a fresh perspective...to our team." 

Bob joins Director of Client Strategy and Business Development Chris Remington to identify companies and organizations who can be helped by Trivera's smart design and creative technology solutions, craft strategic service offerings and get those projects into Trivera's production pipeline. 

Says Sabinash "I am grateful to have been asked to rejoin the company at a very exciting time in its evolution, and I’m excited about the path Trivera is on."

Trivera recently announced plans to double in size in the next 12 months by adding a full compliment of marketing, advertising and PR services to their services, as well as adding Microsoft-based content management systems to their already robust array of Linux/Open Source solutions. 

Bob's philsophy of communication and education as key in the sales process dovetails perfectly with Trivera's. "Sharing what we do and why we do it, and asking questions, builds a solution set that fulfills the primary goal but also strategically and tactically sets clients on a path for success." Adds Sabinash. "I also believe in transparency and follow through in Customer Service."

You can reach Bob at bob@trivera.com or 262-250-9400.

I Hate to Break The News: Effective Marketing is Hard. And Costs Money.

smdeadend[1]Broadcast advertising: DEAD! Print advertising: DEAD! Direct Marketing: DEAD! Trade Shows: DEAD! Web sites: DEAD! Email Marketing: DEAD! Long Live Social Media!!!!!

A lot of folks have been regarding me as a go-to source for Social Media marketing for several years. My company, Trivera, put on Social Media University, the first major Social Media conference in Milwaukee in 2009. So what I'm about to say may surprise you.

If I see one more expert blog about the demise of any traditional marketing vehicle at the hands of the next new shiny Social Media object, I just may vomit.

News Flash: NONE of them are dead, or even going away any time soon. And as much as some would like to believe that Social Media is the low cost silver bullet that will allow you to ignore other marketing vehicles, those people are kidding themselves.

Old time Marketers who have been around for awhile (i.e. since before SXSW), will tell you: New platforms don't make it easier or cheaper to market your business. They never have and they never will.

Decades ago, there were marketers who hoped that this new fangled TV thing would be their savior, and they'd no longer need to use radio to reach their audience. The smart ones (and even the not-so-smart ones) soon realized that they needed to figure out how to strategically use BOTH to reach different market segments.

More recently came the promise that the web was going to eliminate both print and broadcast media. While some forged that path, others stubbornly refused to even pursue web-based marketing. But again, the most successful marketers figured out how to use all of them together. It cost more, but generated an even greater return.

Then came the marketers who rejoiced that email marketing would deliver them from the "high" cost of print and direct mail. The wise ones found that successful digital campaigns, if done properly, could actually be even more expensive than the printed predecessors. But ironically, while even more expensive, those campaigns could still be more effective…and produce a greater ROI…when combined with direct marketing efforts using personalized URLs.

And now, most recently, businesses who resisted the high investment required for a strategically and professionally architected, effectively-developed, search engine optimized, well marketed web presence are celebrating the coming of "free" Social Media. With messianic fervor, they proclaim "the website is dead" only to be disappointed as they bounce from MySpace to Facebook to Twitter to Foursquare to Pinterest with Wac-a-Mole-like effort, only to become serial Social Media failures. Now Instagram Video and Vine are the new shiny objects that will help them achieve their elusive, unfulfilled dreams of amazing success with little investment.

"When this 6 second video I shot for free with my iPad goes viral, my brand will finally take off!"

Gag.

Here's the deal. Effective marketing is hard. It requires expertise. Chances are you don't have that expertise. So you'll need to find help from someone who does. And I don't mean a friend's son who "knows computers," a Social Media "guru" whose only credentials are that they've been on Twitter since 2009 or even an ad agency whose "digital division" is a WordPress theme hack.

An effective marketing campaign is one that will start first with an understanding of your brand (not your logo, but the promise of an experience). It's only by knowing why your ideal customers love, trust and do business with you, that you can then know where, when, why and how to find more just like them. Once you've done that, then you need to understand what will generate awareness, interest, desire, and action for that group, and then be able to effectively (and measurably) execute the plan to make it happen, regardless of the media necessary to get it done. That may mean Social Media, but it might not. That may not mean radio or TV, but it might. It might require email, Direct Mail or both. PR, content marketing, video, outdoor, and even the back cover of the phone book could each be ideal ways to reach them. One thing for certain: it WILL require a web presence. Whether it's a micro-site, an informational website, a fully functional eCommerce site, an intranet, the data source for a mobile app or all of the above, there will be a web component. Part of that web component will be the tools to measure the success of every marketing channel being used and monitoring what's working (so you do more of that) and what isn't (so you stop doing that).

Obviously a single individual will never have the knowledge and experience to do all of that. So what you really need is a team. A team with a combined knowledge of every one of those media, and how to use them all correctly, either independently or in concert with any of the others. A team that can measure your key performance indicators, and continually improve them. It requires a team that understands your brand, and can use the right mix of tools to reinforce that brand and increase sales. A team that understands…and can deliver…meaningful Return on Investment. Find that team and let them help you succeed.

Competition for reaching a market share and turning it into meaningful conversions will never be easy. Neither will the choices of marketing and transactional tools. There are no short cuts. It will require an investment. But the one thing that will never change is that strategic marketing done right will come back in spades.

And that is the only real silver bullet.

This article originally appeared as a guest blog at PhilGerbyshak.com