7 steps to plan interactive marketing

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seven steps you should take
Seven steps brands should take when planning
their interactive marketing efforts

S e v e n s t e p s y o u s h o u l d ta k e Pa g e
Make It Green. www.LeapFrogInteractive.com
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contents
Executive Summary
Step 1: Interactive Competitive Analysis
Step 2: Determining goals
Step 3: Budget development for 2009
Step 4: Identifying channels
Step 5: Develop an editorial calendar
Step 6: Prepare the campaign’s foundation
Step 7: Finalize and execute the campaign
Conclusion
Contact
Sources
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executive summary
It has been projected that interactive marketing
spending will hit the $61 billion mark by 2012
(VanBoskirk et al). With this much competition,
a brand needs to make sure the dollars it
invests in interactive marketing are well spent
or risk being lost in the growing ad clutter. To
help ensure its ad money won’t be wasted, a
brand needs a blueprint to follow in order to
guide it to interactive marketing success.
Tohelpwiththecreationofthisguide,LeapFrog
Interactive suggests seven steps brands should
take when they are planning their interactive
marketing efforts:
Step 1
Perform an interactive competitive analysis to
understand the interactive marketing efforts of the
competition and which ones have been the most
successful as well as the interactive marketing
challenges inherent in the brand’s industry
Step 2
Determine goals to better gauge the success
or failure of a campaign’s efforts
Step 3
Determine the budget for the interactive
marketing campaign
Step 4
Identifytherightinteractivemarketingchannels
to utilize as part of the campaign
Step 5
Develop an editorial calendar in order to
coordinate the campaign’s message and how
and when that message is delivered
Step 6
Ready the foundation of the campaign by
performing the necessary preparation and
research for the marketing channels selected
to ensure success
Step 7
Finalize and execute the campaign by
coordinating both the launch and ongoing
monitoring and modifying of the campaign in
order to keep it on the path to success.
When performed properly, these steps can
help a brand’s interactive marketing strategy
lead it in the right direction instead of into a
marketing dead end. By understanding your
marketplace, your goals, and the right tools to
succeed in the former and achieve the later,
your brand will be able to reap the benefits
available through interactive marketing.

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step 1: interactive competitive analysis
A brand can’t walk blindly into the interactive
marketing realm. Before any marketing plan
can start take shape, a brand has to have an
expert understanding of the playing field and
the strategies and techniques its competitors
have already put into action.
To gain this valuable insight, a brand needs to
consider a competitive analysis. Without the
level of understanding that can be received
from the findings of such an analysis, a brand’s
major marketing investment could prove to be
money that is misspent.
According to Alan Gilleo, Executive Vice
President and Creative Director of LeapFrog
Interactive, a competitive analysis serves three
key purposes.
one
Survey the marketplace and determine
what interactive marketing approaches
have been successful and if any can be
adapted for the brand.
two
Understandthemarketplaceandthechallenges
that exist to protect the investment made when
a brand engages in interactive marketing.
three
Provide the brand’s interactive marketing
agency partner with a good means to examine
the industry’s best practices and use this to fuel
the development of original creative ideas for
the brand.
Ifitistrulyseriousaboutinteractivemarketing,
Gilleo asserts, a brand needs to invest in
a comprehensive competitive analysis to
gather all of the information it can so it can
develop its interactive marketing strategy
more confidently.
On average, LeapFrog Interactive invests over
300-400 hours of research and preparation
into a comprehensive competitive analysis
performed by a diverse and experienced
team of interactive marketing professionals on
On Average, Leapfrog
Interactive invests over 300-400 hours of
research and preparation into a comprehensive
competitive analysis performed by a diverse
and experienced team of interactive marketing
professionals on behalf of its clients.

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behalf of its clients. Such an analysis examines
the brand, its competitors, and all aspects of
the competitors’ websites, from functionality
to usability to availability of the site.
“We examine all the angles to determine the
best course of action a specific brand should
take,” Gilleo states. “This is a deep dig and
has a huge impact on a brand’s interactive
marketing strategy.”
A wide gamut of information is gathered to
compile a comprehensive competitive analysis
for a brand. “We first check out a brand’s
position statement and message,” Gilleo
explains, “then we move on to the creative
side and branding and brand position. We
try to determine if the approach is effective
and works for its intended audience. We
examine the content and messaging and a
site’s usability and architecture. We test drive
a site’s tools and features and how easy it is
for users to access information. We also check
out how competitors’ sites are coded and the
programming language they use.
“Aside from breaking down their websites,
we also determine how involved a brand’s
competition is in interactive marketing and
check out their efforts. We examine the
keywords they are buying and using, how they
rank on the search engines, their social media
efforts…the whole length and breadth of what
they are doing.”
After all of this volume of data is compiled,
rankings are developed for the best
practices amongst a brand’s industry
competitors. The best competitors are
identified in a series of categories along
with the rationale of why they have been
chosen as deserving of praise. In the end,
a brand’s industry, its competitors, and the
shape interactive marketing is taking in this
marketplace are put into perspective. Once
this industry view is established, the actual
creation of a brand’s interactive marketing
strategy can commence.
Brands in need of an online competitive
analysis should consider partnering with an
interactive marketing agency like LeapFrog
Interactive to analyze the findings. An
interactive agency brings the advantage of
being outside a brand’s industry and this
objectivity, coupled with our own knowledge
of and experience in interactive marketing,
enables us to better report on whether a
step 1: interactive competitive analysis continued...

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brand’s competitors’ efforts are good or
bad and recommend a plan of action to
the brand.
Becausetheyarebasedobjectively,thefindings
of the competitive analysis will sometimes not
paint a picture that a brand might want to see.
“We present what we find,” Gilleo explains,
“whether it is popular or not. We tell it like it
is—that’s why our clients hire us.”
Once presented with the findings, a brand can
elect to do whatever it chooses to with the
information. Much like in baseball, the brand can
waive off our signs and pitch whatever it wants.
If budgetary concerns are an issue, LeapFrog
Interactive can adjust to fit a brand’s needs.
“We can use one piece of the overall strategy
but still utilize the knowledge we gleaned from
the competitive analysis of the big picture to
make sure that one piece’s performance is still
maximized,” explains Gilleo. “We’re here to
help our clients, not take their money and run.
We want to provide help no matter what their
budget size may be.”
In fact, if the entire plan is not engaged initially,
a brand can come back to later and apply the
findings should budgetary issues be resolved.
When this happens, there might be slight
adjustments made on an as-needed basis but
the strategy as a whole won’t be redone.
While not required by LeapFrog Interactive, it
is highly recommended that a comprehensive
competitive analysis be performed either by
the brand, another third party, or LeapFrog
itself in order to ensure the best possible
results for an interactive marketing strategy.
A competitive analysis is a wise investment
of both the time and money involved in
preparing one because it helps make sure the
investment in interactive marketing is a sound
one and the campaign will provide a solid
return on investment. An Internet campaign
can be put together quickly but it needs a
plan guiding it in order for it to succeed. A
comprehensive competitive analysis can help
a brand better develop a winning interactive
marketing strategy.
step 1: interactive competitive analysis continued...

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Oncethecompetitiveanalysisiscompletedand
a potential course of action is determined, the
next step is to define specific and measurable
goals for a brand’s interactive marketing
campaign. Well-defined metrics can help track
a campaign’s performance and provide insight
into what parts are working, what parts are
coming up short, and what modifications need
to be made to make sure the campaign’s final
result is a successful one.
How these metrics are determined depends on
the brand itself. What are the brand’s goals?
Is the brand trying to solve specific business
problems? Is the goal to save money? Are the
brand’s competitors engaging in interactive
marketing? All these factors and more are
then used to establish metrics that gauge the
performance of a brand’s interactive marketing
campaign while also providing statistics that
would be most important for a brand’s CEO
and CFO.
Measuring how well a campaign is performing
can also depend on the interactive marketing
elements employed to achieve the brand’s
goals. AccordingtoMichaelWunsch,LeapFrog
Interactive’s Director of Interactive Marketing,
the measure of success can vary dramatically.
A social media marketing campaign’s success
rate differs if the goal is to increase sales or to
simply increase site traffic. Brands sometime
want their social media efforts to go viral and
create a buzz, but it’s not as easy as it seems.
“Viral buzz can’t be created out of the blue,”
states Wunsch. “A viral campaign as such
doesn’t exist. In order for a social media
campaign to be a success, a brand has to
be committed to the long haul as well as to
sustained conversation.”
Social media requires a relatively small
investment of funds but a large investment of
time and effort. By contrast, the goals of a Pay-
Per-Click campaign provides a fast and 100%
measurable means to perform interactive
marketing. Even the most obscure brand
can generate click-throughs, and the ads
themselves can be modified to further drive
user response and the meeting of the brand’s
step 2: determining goals
Well-defined metrics can
help track a campaign’s performance and
provide insight… to make sure the campaign’s
final result is a successful one.

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goals. The one drawback that while PPC is an
instant and sustainable traffic driver, it can be
very costly.
Search Engine Optimization is another very
quantifiable interactive marketing technique.
It is more measurable that a social media page
but does require the same sort of long-term
dedication to optimize its results. “We have
the tools and experience needed to track and
measure SEO,” Wunsch states. “We are able
to benchmark a brand’s starting site traffic and
show both progress and return on investment.”
The problem with SEO is that “some CEOs and
CFOs have a hard time fully understanding
how SEO works,” Wunsch explains. “However,
it does work; it’s just that its returns are hidden
and not as easy to grasp as a result.”
Once the marketing channels have been
selected and the metrics established, the
earliest point for acceptable data to be
compiled once the campaign gets underway
is 3-4 weeks. This is true regardless of the
type of interactive marketing campaign
being executed. The data can vary, however,
depending on the analytics software uses to
measure them. “LeapFrog Interactive avoids
this problem by using ClickTracks,” Wunsch
explains. “It’s log based rather than using sheer
traffic based and is closest to 99% accurate
because it looks at the raw log.”
Whatever the goals, it is important that a brand
consider the trends that are developing with its
interactivemarketingcampaignandnotjustthe
results in the here and now. Wunsch advises
that it is better to watch the trends and take
it slow. While online behavior does change
rapidly and it is vital to be able to adapt to
these changes, understanding the underlying
trends can help ensure a brand’s interactive
marketing campaign meets its goals.
step 2: determining goals continued...

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After surveying the playing field and
the interactive marketing efforts of the
competition and determining the goals of
the campaign, the next step for a brand is to
determine how much money to invest into its
interactive marketing campaign.
Scott Million, LeapFrog Interactive’s Vice
President of Business Development, states
that how much a brand should spend on
interactive marketing is dependent on how
much is being committed to the brand’s
overall advertising budget. This figure can
vary by sales channel. The average spend for
business to business total marketing is 4.3%
of a brand’s annual revenue with 17% of that
spend going toward interactive marketing
efforts. For business to consumer, the total
marketing is 6.8% of annual revenue with
15% being assigned to interactive marketing
efforts. The current trend, Million points out,
is toward an increase in the percentage of
online and interactive marketing efforts.
Million advises brands keep three key points
in mind as they develop their interactive
marketing budgets:
• What are the brand’s goals?
• What can the brand actually afford
to spend?
• What is the potential return on investment
for this campaign?
The budget that’s decided upon, however,
does not have to be etched in stone. A
starting budget, Million notes, is just that:
a start. Budgets can evolve over the long
term. A successful campaign that leads to
more sales can generate potential additional
revenue to further increase the ad spend for
that campaign.
For suggestions as to where that starting
budget should be invested, a brand can
choose to turn to an interactive marketing
step 3: budget development for 2009
three key points to keep
in mind when a brand develops its interactive
marketing budget:
What are the brand’s goals?
What can the brand actually afford
to spend?
What is the potential return on inestment
for this campaign?
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agency like LeapFrog Interactive. The first
step would be that the agency would fully
understand the brand’s goals and then
determine where the brand is positioned
online. To accomplish this, Million states, we
have to research where the brand has been
and where it is going. This helps determine
the brand’s current online identity and what
changes need to be made to it.
After that, we determine what the brand
wants to accomplish and how to best reach
those goals. Once its goals are established,
we work with the brand to determine the best
metrics to measure in order to determine if
these goals are being met.
This process almost always results in
determining a feasible budget that can help
the brand’s goals be met and possibly even
exceeded. However, if for some reason a
brand’s budget and its goals aren’t in sync,
Million adds, we work with the brand to
determine a compromise that can achieve the
desired balance between budget and goals.
An agency like LeapFrog Interactive can offer
a brand an objective view of its goals and
the budget intended to attain them. This
enables an honest assessment of whether
the money the brand wants to spend will be
able to produce the results it desires.
step 3: budget development for 2009 continued...

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step 4: identifying channels
With a plan of action and goals ready and a
budget determined, the next step for a brand
is to determine which interactive marketing
channels to utilize for its campaign. As
LeapFrog Interactive’s Director of Interactive
Marketing, Michael Wunsch has had a great
deal of experience helping brands determine
the channels that fit them best. “The first
thing we do,” he explains, “is to perform
research to determine where a brand’s target
audience is. Next, our creative team adopts
a brand persona, giving the brand human
characteristics to better match its product
with its target market. Then we are able to
match the brand with its intended consumers
and set up our efforts wherever these
consumers can be found online.”
Some brands are better fits for certain types of
interactive marketing campaigns than others.
An SEO campaign, for example, is a better fit
for a brand committed for the long haul. If
the brand wants a quick fix and become the
top brand online next week, SEO would not
be the way to go. Because it can take months
to achieve a high search engine ranking and
because a brand’s competitors are also trying
to achieve the same goal, a brand must be
ready to commit itself when going the SEO
route. However, Wunsch suggests that given
the importance of search engine rankings in
the eyes of online consumers, “any brand
really has to be open to performing SEO.”
For brands wanting a quick return and with a
compatible budget, a PPC campaign could
be a good fit. An interactive marketing
agency can help a brand have a better chance
for a successful PPC campaign. When it
comes to PPC, “you get what you pay for,”
explains Wunsch. “Any one can do their
own PPC campaign via Google but without
any refinement, this effort can flop and be a
costly failure.” An agency can monitor and
refine a PPC campaign in ways a brand with
less experience and understanding of the
workings of PPC cannot.
A social media campaign is a very
inexpensive means to undertake interactive
marketing. Because it is so inexpensive,
Wunsch asserts, it is a form of interactive
marketing that can and should be done
by all brands. A brand must know its
audience and be flexible when it sets up
a social media page. Even if a brand is
just responding to comments on blogs, by
leaving a link it can provide benefits by

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helping build SEO. In fact, all brands can
receive SEO benefits by engaging in social
media marketing. More brand attention in
addition to link building can help drive a
brand’s search engine rankings.
By far the cheapest form of
interactive marketing but
also the most ignored by
larger brands is an e-mail
direct marketing campaign.
Any brand that is receiving
customer contact information
should consider capitalizing
on this data by using it to
develop a database for e-mail
direct marketing. Brands
not presently gathering this
information need to do so for
the same reason.
One reason brands are
hesitant to use e-mail direct
marketing is that they
immediately associate it with
spamming. However, when
the campaign is performed
properly, this isn’t the
case. “Brands should never
perform HTML e-mail marketing unless they
use an e-mail marketing system,” Wunsch
states. “Our Inbox Direct system is one
example. A system like Inbox Direct helps
keep the campaign off black lists and can
continued...

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help make sure the e-mails aren’t viewed
as spam when users receive them.”
Wunsch believes that the trend in
interactive marketing will be for more
brands to utilize SEO and social media
marketing because of the rising cost of
PPC, which as a result will become cost
prohibitive for most brands.
While any interactive marketing campaign,
when performed properly, can help a brand
online, a consolidated use of multiple
channels can benefit each channel’s
performance. SEO can help PPC because
a higher search engine ranking can make
a site more relevant and lower its PPC
ad rate. An HTML e-mail campaign can
drive site traffic and enhance SEO. Social
media campaigns can benefit both SEO
and e-mail campaigns by raising brand
awareness and driving site traffic. Users
that see a brand’s display ad can have a
higher likelihood of clicking through on a
brand’s PPC ad when they come across it.
Blending interactive marketing campaigns
provides a brand with more ways to get it
into the minds of its target audience. And
if an interactive marketing campaign hopes
to succeed, it has to reach the minds of its
consumers.
continued...

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step 5: develop an editorial calendar
Once a brand settles on the elements of its
interactive marketing strategy, the next step
is to determine when these various elements
are moved into action. To help coordinate all
these marketing efforts, it’s important for a
brand to develop an editorial calendar.
According to Scott Million, developing the
editorial calendar involves brand immersion
by an agency. LeapFrog Interactive, for
example, needs to get to know the brand and
understand what about the brand perception
is to be changed by the campaign. We also
need to know what planned events or seasonal
considerations might apply as content is
released in support of the campaign.
“The campaign needs to aim for items that
impact a brand’s target audience in the
most timely and effective manner possible,”
Million asserts.
The editorial calendar is influenced by industry
trends, trends in online behavior, and the
brand message. All three of these elements
combine to help shape and determine the
editorial calendar. The calendar needs to
enforce a combined presence and top-of-mind
audience awareness with the brand’s message.
It also helps ensure that the message of the
campaign is consistent across all marketing
channels. Spread across a variety of channels,
it can be easy for the brand’s message to
drift off course if not carefully steered. The
editorial calendar provides the rudder to keep
the brand’s message consistent and sailing in
the right direction.
The editorial calendar allows for the layout
of a plan that builds off all the activities that
comprise the interactive marketing campaign.
But it should not be considered an inflexible
document. As scheduled content comes up
for publication, the editorial calendar can be
revised or replaced in order to assure that
relevant and timely material is released that
best supports the campaign and its message.
Without an editorial calendar, a brand runs
the risk of a campaign that has its message
muddled across the interactive marketing
channels, has content that may no longer be
relevant, and lacks a clear direction to help
better drive the campaign and ensure its
effectiveness as a whole.

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step 6: prepare the campaign’s foundation
An editorial calendar helps guide the
direction and coordinate the messaging
of an interactive campaign. To ensure that
the campaign is built on a foundation that
will help it succeed, however, research and
preparation must be done
for each element in the
campaign to ready them
for the task at hand. Given
the amount of research
needed during this phase,
the advantage provided by
an experience interactive
marketing agency again
becomes evident.
As LeapFrog Interactive’s
Director of Interactive
Marketing,MichaelWunsch
knows all the stones to
turn over when readying
a brand’s campaign
for action. “Keyword
research,” Wunsch states,
“plays a vital role in
many different types of
campaigns, in particular
SEO, social media, and PPC
campaigns.” Determining
the right keywords to use or purchase can
help attract users to a brand’s campaign.
SEO campaigns also rely on competitive
analysis. By understanding the industry,

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Wunsch explains, we can determine how
competitive it is and if we need to focus on
specific keywords to help the brand carve
a niche for itself. These keywords need
to mesh with the brand’s goals. Repeated
use of certain keywords can help drive both
sales or site traffic. It all depends on what a
brand’s goals are, Wunsch states.
A PPC campaign relies on appealing copy
as much as on keywords. It’s important that
the copy gets the users to do what the brand
wants them to do when they click through
to the site. If these users just visit the site
and don’t perform any activity related to the
campaign’s goals, Wunsch states, then the ad
isn’t working the way it should. Luckily, PPC
ads can be adjusted throughout a campaign
to further enhance their effectiveness. An
effective PPC ad, however, is always the goal
from the start, which makes the need for
preplanning a must.
A social media campaign depends on
more than just keywords. Because social
media involves conversation, the planning
stage relies on scanning blogs via tools like
BlogSphere. These tools help determine
what bloggers are talking about so when the
social media page is created, its content will
be relevant and attract users who can then
be driven to the brand’s site.
Creativity plays a key role in the design of
display advertisements. But even before the
content and design of the ads are finalized,
research is performed to determine the
best locations for the placement of the ads.
While the neighborhood in which a display
ad takes up residence is vital, it also helps
the click-though potential if the ad’s design
can catch a user’s eye. “We’ve found that
rich media ads that utilize flash actually have
higher click-through rates that static ads,”
Wunsch states.
A direct e-mail marketing campaign has
prep work unique to itself. Much like the
interactive campaign as a whole, the e-mail
campaign requires an editorial calendar
to determine the frequency and even time
of day that e-mails will be sent. Content
also must be carefully constructed to
avoid getting snared in spam filters. Use
of an HTML e-mail marketing system like
LeapFrog Interactive’s Inbox Direct can help
avoid the spam roadblocks thanks to canned
spam compliance built into its functionality.
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In addition to helping define its messaging,
a brand also plays a vital role in an e-mail
campaign as it must provide a valid list of
client e-mail addresses. Incorrect addresses
can lead to failed sends. All these steps
each play a vital part in creating an effective
and distinctive e-mail campaign.
The prep work for the various interactive
marketing elements can vary. A PPC
campaign can be up and running faster
because its performance can be tracked and
adjustments made on the fly. A social media
campaign can take a little longer because of
all the research needed to properly set up
the social media page and its content. The
many steps involved in the creation of each
e-mail can also require a higher amount
of lead time. In general, however, most
interactive marketing elements require 2-3
weeks of prep time.
Planning and research have been consistent
themes in the creation of an interactive
marketing campaign and continue to be
so at this stage of the process. As it can
be seen, the various interactive marketing
channels each provide their own unique
considerations as they evolve from the
planning to deployment stages. The
importance of employing resources that can
understand these considerations cannot
be ignored. If a brand lacks in-house
expertise, the value of partnering with an
interactive marketing agency might be
worth considering. A brand needs a guide
to lead it through all the twists, turns, and
pitfalls that can endanger the success of its
interactive marketing campaign. Interactive
marketing agencies like LeapFrog Interactive
can provide the guidance for brands when
they need it the most.
continued...

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step 7: finalize and execute the campaign
With all the parts in place, the final phase of
an interactive marketing strategy revolves
around setting the plan into action. At this
stage, all the responsibility for launching
the campaign is in the agency’s hands and
revolves around the scheduled launch date,
especially with integrated campaigns.
“With integrated campaigns, everything
affects everything else,” explains Michael
Wunsch. “Display and Pay-Per-Click
ads seen by a user on the same day can
increase the likelihood of click-through
thanks to recognition. Then these click-
throughs give SEO a boost, as can social
media directed traffic. The better known
the brand is, the more likely its campaign
will receive responses.”
The actual “go live” times for different
elements in an interactive marketing can
vary. Pay-Per-Click ads, for example, may
only appear during a certain part of the day,
while e-mails may be sent at a specific time
and day. The idea is that the various elements
develop recognition in the users’ minds and
thus drive click-through potential.
While budgetary considerations sometimes
make an integrated campaign not feasible,
run independently display ads, PPC, and
social media campaigns all can build brand
recognition and draw attention and traffic
to a brand’s campaign. Then if the budget
allows for it at a later date, additional
elements can be added to broaden the
campaign’s scope, and these elements
can potentially benefit from the brand
recognition already established by the initial
interactive marketing effort.
It is common for agencies to have Quality
Assurance departments that put an extra
set of eyes on the campaign to make sure
everything is working as planned. LeapFrog
Interactive, for example, has a dedicated
team that is responsible for guaranteeing
that the campaign does not trip coming out
of the gate nor stumble as it races around
the track.
During this final stage of the process, a
brand does have one important role to
fulfill. It will need to work with the agency
to determine what data needs to be tracked
and reported in order to determine how well
the campaign is performing.

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step 7: finalize and execute the campaign
After the campaign is launched, the tracking
and reporting stage begins. Generally,
explains Wunsch, it takes between 1-2
months for trend to be measured accurately.
Tracking begins on day one of the campaign
and performance numbers are the first bits
of data to be received. During the first two
weeks, reports are monitored with initial
trends beginning to take shape by the end
of the second week. The next two weeks
involves more monitoring of reports and the
accumulation of more trend data.
After the first month ends, the trend data is
analyzed to identify any glaring issues that
need to be addressed. If no problems of this
nature exist, report monitoring and trend
tracking will continue into the next month.
The only marketing element that veers from
the tracking and reporting is social media
marketing. For a social media page, there’s
an ongoing daily effort revolving around
what to post on the page each day.
In the end, the client’s goals help determine
if the results of an interactive marketing
campaign are positive or not. Realistic goals,
however, are a must if the trend reporting
is to be meaningful and accurate. A client
that sets unrealistic goals for its campaign
may view the results being reported as an
indication of failure when, in fact, with a
more realistic set of expectations, these
results would indicate that the campaign was
a success. If a brand wants help setting the
right goals for its campaign, an interactive
marketing agency like LeapFrog Interactive
can offer the extra support it needs so the
brand won’t misconstrue the results its
campaign receives.
continued...

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Complete a completive analysis. Determine
goals and how to measure them. Settle on
a budget. Select the marketing channels for
the campaign. Develop an editorial calendar.
Prepare the foundation. Execute, monitor,
and modify the plan.
These seven steps define success and failure
for an interactive marketing campaign. They
each require nuance, understanding, and
experience to come together in a way that
helpsaninteractivemarketingcampaignresult
in a brand-satisfying end result. Without the
strategy these steps help provide, a brand’s
campaign can be ill defined, ill prepared, and
potentially ill fated.
Using the 7 steps discussed here and
partnering with an experience interactive
marketing agency like LeapFrog Interactive,
a brand can create an interactive marketing
strategy that maximizes its chances for a
successful campaign. Don’t have your brand’s
campaign face an uncertain outcome. Plan
ahead and develop the interactive marketing
strategy that is bested suite for your brand to
come out on top.
conclusion
LeapFrog Interactive Tel 502.212.1390 Email info@leapfroginteractive.com
contact

2 1
1. “Interactive marketing spending has been projected to hit $61 billion by 2012”
VanBoskirk, Shar, et. al. “US Interactive Marketing Forecast, 2007 to 2012.” Forrester. 10 OCT
2007. 11 Jun 2008 <http://www.forrester.com/Research/Document/Excerpt/0,7211,42463,00.
html>.
sources

7 steps to plan interactive marketing

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