Twenty years ago a marketing budget had categories for advertising - broken down into print, radio, television, billboards. Line items for PR, promotions, trade shows, and printed materials were also included. In the late 90s and early 2000s, that advertising category started to change as online advertising, search engine optimization and website budgets took on greater importance.
Once you know your ideal customer and have identified concrete goals, you can use that knowledge to inform website design and content creation. Aiming toward particular benchmarks helps you communicate effectively in order to lead site visitors in the right direction.