When customers start up any internet marketing campaign they are always looking for Return on Investment (ROI). ROI is often an elusive item for traditional advertising (radio, tv, magazines, newspapers and billboards) and is often measured in impressions per thousand.  Internet marketing in contrast to traditional can not only measure impressions but also clicks, what pages were viewed, for how long, etc.

The breakdown that occurs many times in measuring online Pay-Per-Click campaigns  is more of a breakdown of the implementation of the call to action. Sure if you are selling a widget — you can do a pay pal or credit card purchase and immediately track results. But what if you are selling basement remodeling or kitchen remodeling services?  These services by their very nature are consultative sales. People will often initiate a phone call or an email to initiate the dialogue process once they have found you online. In this regard, one should consider the following to track where these web leads initiated.

1. Create a unique phone number for people to call

2. Create a unique phone extension for people to call

3. Create a unique email address for people to send email to

4. Set up your client management system to track the leads from your web sources

5. If you run different internet marketing campaigns you can develop different landing pages with different information to measure effectiveness.

For more information, check out Denver Internet Marketing.

I have taught several interns over the years and every single one of them were rapidly employed upon graduation — based upon their hands on knowledge of online marketing. Most of them did not have any formal design or programming experience and were lacking in rudimentary HTML skills.

If someone knows of a formal online marketing training program in use at a university, college or trade school now — please let me know.

 If you would like to see more examples please go to http://www.sextonmarketing.com/Denver-internet-marketing-portfolio4.html

Jerry Sexton, CBC

— Career Highlights —

Owner, Sexton & Co., Denver, CO – 2009 to Present
Created a virtual online marketing agency to develop innovative solutions for B2B and B2C companies and to provide online marketing consulting services.
• Online marketing program for a major university resulted in over 5900 more freshman applications being submitted, than the year before, for the same time frame.
• Developed email marketing portal for opt-in registration of customers for PRO Hardware’s 400+ individual stores and implementation of their national direct email campaign.

President and former Director, Interactive Strategy, PGM Integrated, Denver, CO – 2004 to 2009
Responsible for development and implementation of integrated marketing strategies for an in-house four billion dollar national retail hardware group, PRO Hardware, and third party clients to include Atlas OnePoint, Avnet, Grease Monkey, NextAction, VECO, WellDyneRX and a host of others.
• Assumed management of a Denver, CO top ten ad agency and in the first year increased profits by 1524%, and exceeded the previous three year’s combined profits.
• In the second year increased sales by 400%, doubled the size of the company and expanded services to include video production, public relations and search engine marketing.
• Managed online marketing campaigns for national retail stores, universities and non-profits.
• Implemented nationwide rebranding campaigns for PRO Hardware and SourceGas.
• Created proprietary content management systems, integrating web design and programming, to facilitate rapid web site development and online marketing via search engine optimization.
• New business development secured government and large corporate annual service requirements contracts developing long term contract vehicles for future projects.
• Received national and regional awards for web sites, video productions, online animations and marketing campaigns.

CEO, Co-Owner, Digital Metropolis, Inc., Denver, CO – 1996 to 2004
Developed the company from conceptual idea into the premier interactive agency for the Rocky Mountain region. Agency provided CD-ROM, DVD, video (online and traditional), web and print products for sales, marketing and training applications for Fortune 500 companies worldwide. Clients included: AT&T, Agilent Technologies, Colorado School of Mines, Florida State University, Hewlett-Packard, MetLife, Redfeather Snowshoes, the Department of Defense and a host of others.
• Company profitable in the first quarter.
• Won numerous national and local marketing awards for creativity, functionality and design.
• Four producers selected by AV Video and Multimedia Producer Magazine as the Top 100 multimedia producers in the Nation.
• Developed and implemented broadcast email operations to support corporate clients marketing efforts: GE Access, MetLife and others. Monthly hits to web sites generated by some of these campaigns were increased by over 2,000 percent. Automated procedures allowed client’s resellers to send out email campaigns to their own client lists.
• Created highly efficient Intranet office productivity web sites allowing clients to manage projects, track hours and monitor project costs within budgets programmed.
• Innovative database delivered, online training programs for clients such as Agilent, AT&T, Avaya, Lucent, Frontier Airlines and Hewlett-Packard thereby increasing productivity, decreasing training time by as much as 40% and eliminating all travel costs.

Director of Operations, Media Lab, Inc., Louisville, CO – 1995 to 1996
Managed all production and training resources for the largest multimedia production house in the Rocky Mountain region.
• Implemented comprehensive procedures to standardize production, developing in-house training, improving customer satisfaction and increasing profitability.
• Financials used for venture capital funding of MatchLogic, a database marketing company.

Director, Technical Training Center, Laurel, MD and Denver, CO – 1991 to 1995
Managed all training for the Department of Defense for video production, graphics, video maintenance, photo and electronic imaging for over 1400 students each year, managing a $2 million dollar annual budget, $10 million in equipment and a staff of 150.
• Designed a state-of-the-art facility specializing in interactive training. Possess a thorough understanding of the technology integration issues associated with client sever systems, nonlinear video editing, streaming media, digital imaging, multimedia presentations and MPEG-2 satellite transmission of broadcast material. ($36 million, 232,000 sq. ft. facility)
• Directed the acquisition and installation of $6 million of hardware and software for digital imaging, nonlinear video editing, television maintenance and computer graphics. Implemented computer based training (CBT) electronics fundamentals course and directed in-house desktop publishing procedures. Organization saved $240,000 per year and reduced instruction time by 40% with greater student comprehension.
• Coordinated the move of all equipment and personnel from Denver, CO to a new facility in Maryland with no loss in training despite a 30% shortfall in personnel.
• Consolidated four separate government entities into one cohesive organization providing more responsive training to field requirements. Established all operational procedures for the new training command, training of new instructors and modernized all courses.

Executive Producer, Audiovisual Production Facility, Honolulu, HI – 1987 to 1990
Managed 175 military, civilian and foreign nationals in five different countries, operating over $4 million in equipment throughout the Pacific and Antarctic regions.
• Spearheaded the worldwide conversion of all Air Force photographic laboratories, graphic shops and conference rooms to electronic systems using digital imaging, display technology and multimedia computing. Partnered with major hardware and software manufacturers in concept implementation. This program installed at over 100 locations throughout the world saving over 560 personnel slots and $14.6 million annually.
• Team leader in coordinating private industry to develop compression standards and procedures for digitizing and transmitting Department of Defense still and motion media imagery for worldwide on-line access and for use in command briefing centers.

Instructor, University of Hawaii, Honolulu, HI – 1988 to 1990
First instructor to develop and teach advance college level video production courses for new degree granting program. Program served as the foundation for public access and satellite broadcast of college course material to all of the Hawaiian Islands.

Manager, Audiovisual Production Facility, San Bernardino, CA – 1984 to 1987
Managed the largest federal government audiovisual production facility overseeing a $10 million annual services contract. Ensured quality control for motion picture production, film processing, and video documentary crews working around the world and motion media historical archives.
• Managed 400+ Federal employees over the hurdles of technology insertion and staff and budget reductions. Created a more responsive capability with significantly reduced resources.
• Documentary producer for projects all over the world documenting Department of Defense activities in conflicts, humanitarian support and contingency operations. One documentary project was nominated for an Academy Award.

Public Relations, Office of the Secretary of Defense, Washington D.C. – 1981 to 1984
Responsible for international and national news media queries for a cabinet level appointee and developing policy for audio visual production for the Department of Defense.
• Produced several award winning nationally televised commercials.
• Oversight of all Department of Defense production facilities identified several hundred thousand dollars in misreported, dual reported or misappropriated funds.

— Other —
Colorado Film and Video Association, Vice President
Air Force Advance Television Technology Committee
University of Colorado, Platt College, and Community College of Denver Advisory Councils
Instructor, Computer Information Systems Masters Degree Program, Denver University

— Education —
M.S., Public Relations, American University, Washington D.C.
M.S. equivalent, Foreign Policy/National Affairs, Air Command Staff College, Montgomery, AL
B.S., Mass Communications, Florida State University, Tallahassee, FL
CBC, Certified Business Communicator, Business Marketing Association
Google Adwords Certified