Tough times demand new ways…new ways of generating business. The IMPI methodology is a framework developed to plan and implement Internet marketing.
The outputs are a comprehensive Internet plan focusing on 4 delivery areas; content development, landing pages (and lead generation), external sites (including as social media plans) and information integration requirements.
The IMPI approach focuses on the departmental, divisional, service or product line aspects of Internet marketing. The key emphasis is return on investment.
The planning phase begins by examining objectives and target markets. Then identify visitor persona and developing keyword analysis.
Thereafter we break into sessions focusing the 4 delivery areas. Here we clearly define goals, initiatives and brainstorm various business models, including a retrospective and competitive analysis.
Next we begin piecing the implementation plan together with clear documentation of gaps, governance, operational requirements and resource needs. Finally we examine financial and potential legal impact.
The implementation plan covers detailed specifications of requirements for any of content, landing pages, external sites and integration needs.
The final part of this plan delivers a tool set which can be used for delivering visitors to the 4 delivery areas. This leads to a clear specification of requirements for search engine optimization and marketing requirements, pay pr click campaigns, email marketing design.
Malcolm Silberman – principal
Malcolm Silberman has over 13 years industry experience in Internet marketing and e-commerce development. He has consulting experience with CPA’s, retail online, hospitality, healthcare, and financial services.
Malcolm has carried out extensive research in affiliate marketing, search engine optimization, link building, email campaigns and pay per click. He continually keeps abreast of current ideas and techniques including both white hat and black hat traffic generation.
He also has extensive product development, software development, and project management skills. These are all reflected in the IMPI planning process that shows managers how to develop and implement a comprehensive Internet marketing plan from inception to scorecards and project plans.
Malcolm holds an MBA and an MS Engineering degrees. His career path has tended to straddle and oscillate between between IT and Marketing.
