Many organisations are looking for simple ways to organise and measure their online activities. I like to use this spreadsheet to help them set up a structure that will cover their basis and ensure that the different parts of the digital strategy works well together.

The Internet Marketing Matrix is a model to help you structure all your digital marketing activities.
The Internet Marketing Matrix.

My notes on using the matrix

  • For more on the difference between Inbound and Outbound, see The Inbound Marketing Paradigm.
  • Community is the number of people already following your brand, whether its blog subscribers, email opt-ins, social media fans, inbound traffic, brand ambassadors, etc.
  • Reach is the number of people your brand actually reached through digital channels during a set period of time.
  • Impact is the first-step activation, like social media engagement, click-throughs, opt-ins, etc.
  • Conversion is the final-step activation which often is sales.
  • Cost and Revenue should include cross-referenced costs and revenues. Example: Email marketing should add content creation as a cost with the corresponding budget added as a revenue for content marketing.

Photo by Matt Briney on Unsplash.