The fundamental purpose of any marketing initiative is to increase sales. Web marketing is no different. To realize a return on the funds invested in creating an online presence, a company must get people to visit its site – not just once but repeatedly. To do this, a company must employ a disciplined approach to maximizing the effectiveness of online marketing efforts. These are effective steps to take:

• Interactive one to one marketing through the use of carefully designed forms, chat online, SMS etc.
• Ability to gather data for marketing purposes.
• Develop into a research tool.