Throughout the last six years, the Internet marketing consultants at Mighty Interactive have worked to develop and perfect a strategic planning protocol for Web development that focuses on customer needs and ensures that what is being built isn't just a Web site, it's the right site. We have honed this process and it has been put into practice on behalf of dozens of leading companies and organizations.

Our Internet marketing consultants work closely with you throughout the multi-step process, that includes:

Strategy Workshop led by Internet Marketing Consultants

Mighty Interactive conducts a half-day strategy workshop with your to discuss potential audiences for the interactive initiative, the needs of those audiences, and potential Web site functions necessary to meet those needs.

The resulting strategy brief serves as the strategic playbook for our Internet marketing consultants, and is intended to be a highly flexible component of the overall plan, changing as necessary to reflect modifications of campaign strategy and audience focus. Alternatively, this workshop can be replaced or augmented by stakeholder interviews or surveys if appropriate.

Creation of Audience Personas

Based on the salient audiences uncovered in the strategy workshop and included in the strategy brief, personas are created for each of the primary audiences. These personas are fully-formed descriptions of the demographics, psychographics, lifestyle, and needs of key audiences. These "fake real people" put a human face on data and are used to help our Internet marketing consultants and the client remember that while colossal amounts of data are utilized to effectively manage the campaign, each data point represents a real person with real characteristics and needs.

Determine Key Success Metrics

Creating a scoreboard of success factors and return on investment ratios for the interactive initiative is perhaps the most critical component of the planning process undertaken by Internet marketing consultants. These metrics are used continuously to evaluate the success of each tactic. Mighty Interactive works closely with clients to determine what these key success metrics should be, and how the figures will be gathered and tracked.

Once these Internet consulting tactics are completed, we can move into the next phase of the Web site design process.

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