Any activity met with initial success should be
sustained with the right action. It's like sports; you don't want to lose the
initiative now that you've put your opponent on the defensive. If you fail to
follow through on your success, it's only a matter of time before someone
seizes it from you and uses it to propel his brand forward. Likewise, resting
on one's internet marketing
laurels is no way to guarantee brand success.
Internet marketing consists of a three-step cycle
of planning, executing, and evaluating. You'll need to draw the blueprint for
the campaign, put your plans into action using the resources available at your
disposal, and watch out for any significant gains and losses in the campaign.
Whether or not the campaign succeeds, it's important to follow it up with the
right activity to improve or change the results for the better. Think of it as
your Plan B just in case things go south.
Many projects fail because those in charge couldn't
sustain the initiative. So when planning your campaign, be sure to take into
account your available resources. Capitalize on your successes for as long as
possible, and continue to innovate to keep up with the never-ending cycle that
is internet marketing.
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