How to Convince Your Boss to Invest in Internet Marketing - with Richard Zwicky (4:44) Dr. Ralph F. Wilson , Web Marketing Today - Jul 26, 2011

In this video interview analytics expert Richard Zwicky explains how present a convincing case to your boss to invest in Internet marketing.

We have to remember, says Zwicky, that Internet marketing is a relatively new field for business people who have been quite successful for many years without using the Internet.

The best approach is to present a case includes a defined goal, cost and expected return on investment. You can use your own site data to see where you are now, with third-party data from search engines and others to prepare projections.

Documenting the scope of opportunity can be very attractive to your boss looking for potential for growth. It's also helpful to calculate a percentage "share of voice," that is, what percentage of the market will you affect by your campaign.

Finally, sometimes it's helpful to bring in an outside consultant to audit your processes and help you find where to go next.