The best approach to determining effective Internet marketing techniques is to define Key Performance Indicators (KPI) at the start of a client relationship, and create a plan based on those indicators. As you can imagine, this will vary from client to client and business to business because no two businesses have the exact same goals.
For example, organic traffic is one of the best methods in your Internet marketing toolbox to improve SEO. However, using link building is not necessary because all projects need backlinks. So, if a marketer, starts building links without having technically sound, user friendly content on their website, this approach will not be effective.