One of the most important aspects of an online marketing strategy is having a measurement plan in place to track the success of each campaign. Measurable can be a difficult word to define given the nebulous definition of that word. Measurement comes in all shapes and sizes and what may be measurable to you may not be acceptable to others in your organization, for example, the senior management team who approves your communications budget. If you are having a hard time identifying how to measure a specific objective, then take a closer look at it and consider modifying it so that you can attach some measurement to it.
Every marketing objective needs a measurable strategy.
Another important marketing issue concerns the prioritization of measurement techniques. I once heard a presentation from a large multi-national chemical company about how they reported marketing results to senior management. Instead, they focused on how an increase in brand awareness actually translated into revenue and profitability. To any forward-thinking company, the measurable connection between awareness to revenue and profit ultimately needs to increase earnings per share. There are specific types of programs that can help to identify measurement clearly.