Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

The Internet Marketing Action Plan
Integrating Online and Offline Marketing 329
By completing the Internet Marketing Audit Checklist, you have taken
a first important step in assessing your overall readiness for the transition
to Internet marketing. Soon, you will see how to use the checklist
to help develop a specific action plan for implementing Internet market-
Does your organization currently have,
or do you plan to add within 12 months: YES NO
A corporate network (LAN and/or WAN) ❑ ❑
Communication via e-mail outside your organization ❑ ❑
A corporate Web site ❑ ❑
In-house ❑ ❑
Outsourced ❑ ❑
An intranet ❑ ❑
In-house ❑ ❑
Outsourced ❑ ❑
An extranet ❑ ❑
In-house ❑ ❑
Outsourced ❑ ❑
A Webmaster, or someone primarily responsible
for corporate Internet usage ❑ ❑
Do you currently use, or do you plan to use within 12 months:
Direct mail and other traditional media to
drive traffic to your Web site ❑ ❑
The Web as a response path in direct marketing campaigns ❑ ❑
Campaign-specific URLs to track response by campaign ❑ ❑
Web response forms to capture leads ❑ ❑
Outbound e-mail as a promotional response, fulfillment,
follow-up or continuity medium ❑ ❑
Links to other Web sites ❑ ❑
Online advertising such as banner ads, interstitials,
or e-mail newsletter sponsorships as appropriate ❑ ❑
Online events or seminars ❑ ❑
Online informational fulfillment ❑ ❑
Online demos and trials, if appropriate ❑ ❑
Distribution of live products over the Internet, if appropriate ❑ ❑
Figure 11.3. Internet marketing audit checklist. (continued on next page)