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This is almost like the operating motto of our company. And it works well on both client and internal projects.

In a world where people expect results without investment – or blood, sweat and tears – long-term goals are often an after-thought. But it need not be so. In fact, I believe that it is very necessary to think big, have clear strategic goals, before getting down to the nitty-gritties of making things work.

That is why, in our pitches to clients, and even our own internal business justifications, we would go in with the big idea. We do not sell pushing tins and bottles, but category domination. We do not sing and dance about thousands of eyeballs, but would rather tell the story about how Davids can defeat Goliaths.

Then, only then, do we get to the tactical stuff. How to go after the low-hanging fruits. How to produce the quick wins that would justify the initial investment and win confidence. Still, no matter how small or ambitious the tactics may be, they answer to the over-arching strategic, the big picture. There is no two ways about this. All things big and small must point towards a holy grail. If not, the smartest and most creative tactics are not the stepping stones to greatness that they ought to be. Of course, we also like the fact that adherence to a great (and mutually agreed) strategy is an efficient way of eliminating wasteful and unnecessary work.

Once we taste the low-hanging fruits, we want the juicer stuff that are higher up. To climb a tree, it is better to act on the initial momentum and scurry up in decisive fashion. This is much smarter than clinging on to the trunk, hoping for the energy to slowly inch your way upwards. Same thing with web tactics and initiatives. We have seen too many plans fall by the wayside due to short attention span or poor stamina by those started them. The Internet and its opportunities are not quick fixes for the lazy.

To succeed online, one has to keep learning, testing, and reapplying oneself to better tactics, one after another. For those who stop after the first act, you will never get the complete picture, you will not get to the payoff. You will also need to remember that there is no standing still in cyberspace. Everything, everyone is in constant motion. That means your target audience and your competitors.

Hence, when planning to use the Internet for marketing or business, first think big. Then go for quick wins, and start with tactics that match your resources. Finally, and most importantly, do not give up or rest on your laurels. Build up as quickly as possible. Internet marketing is not for sprinters. That is why at Convertium, you will find most of us are slender and trim, just like the marathon runners.