At flyte we have a model called Holistic Web Marketing; it's a way of explaining how Web marketing helps improve your online visibility, drive qualified leads to your Web site, and convert that traffic into business. There are four pieces:
- Attraction: How do you drive qualified traffic to your site?
- Retention: How do you keep the lines of communication open after they leave your site?
- Conversion: How do you get them to make a buying decision or move further down the sales cycle?
- Measurement: How do measure your site's effectiveness and whether your Web campaigns are working?
We recently created a cheat sheet around Holistic Web Marketing that you might find helpful. You can download the PDF of What Is Holistic Web Marketing? here.