The Internet Marketing Analytics Gap - Part 2 The Importance of an Interpreter

Taking the language analogy a step further, if you plan to visit a foreign country and don’t know or plan to learn the language, it is ideal to have an interpreter by your side. You would expect such an interpreter to be fluent in both your language and that of the host country. He or she would be able to discern the subtle differences in linguistics, inflection and body language and would often need to adapt what you want to say and mean to how the receiver needs to hear and understand it and vice versa. Without such a companion, a visit to a foreign land is marked by confusion, meaningless babble, blank stares and lots of wrong turns.

Let’s face it, for many companies, the Web is such a foreign country. They got into their respective businesses--their native land--because of their know-how, their passion, their interest in leaving their mark on the world, a desire to deliver some highly valued human necessity, not because they had interest in marketing, website development, search engine optimization, social networking or website performance analysis.

Given economic conditions and the rapidity with which the marketing world is changing, a thoroughly experienced Internet marketing expert who knows both the language of your industry and that of the Internet is critical to the survival of your business. And though some feathers might get ruffled with this statement, don’t assume your Marketing, IT department or advertising agency is the answer. Many, if they are being completely honest, would admit that Internet marketing and the associated analytical performance evaluation falls outside of their area of experience and expertise. In fact, the good ones would invite such an addition to your marketing team. We have enjoyed several such instances in which the combination of strengths among various marketing disciplines has produced a much better result for our clients.

Traveling the Internet superhighway without a navigator is an easily avoided mistake. Watch for our next installment coming soon.

Also, if you like short stories, please be sure to visit my other blog at shortstoryisland.wordpress.com

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