If you decided to go with your own in-house online marketing department instead of an online agency, then another helpful suggestion for your internet marketing campaign is to position your online department as an entirely separate business.
The biggest advantage of your online marketing department operating on its own is that it will leverage most, if not all, of your existing expenses of your brick and mortar business. How is this possible? Well, the return from an internet marketing strategy can be exponentially greater than any other traditional media marketing strategy. Why? Because the realm of online marketing is global, not to mention the fact that a lot more people use the internet than any other traditional media, such as reading print advertising, i.e. a newspaper (which is slowly dying) or looking at television advertising (most people change the channel or get up to do something else during a commercial break). Relatively speaking then, the cost of an online department (if run properly) is much cheaper than a traditional media department since the return is much greater (cost includes risk here).