Chapter 2

Reassessing Your Strategy


Bullet Experimenting and failing fast

Bullet Looking back at critical areas

Bullet Reevaluating your media goals

You can’t undertake any endeavor without making mistakes and digital marketing is no different. Mistakes give you an opportunity to assess your strategy and devise a better plan. You won’t always hit a home run; your strategy will need revisions. Eighteenth century military commander Helmuth Karl Bernhard Graf von Moltke is famous for saying “No battle plan survives contact with the enemy.” The same holds true of your digital marketing strategy.

In Book 9, Chapter 1, you reevaluate your business model and brand plans. In this chapter, you discover how to evaluate and improve your digital marketing strategy.

Allowing for Failed Experiments

You’ve probably heard the phrase “fail fast,” used by agile software developers. The phrase is meant to remind people to experiment — see what doesn’t work and make quick adjustments. The definition of failure is framed as merely a course of action that needs alterations rather than a dead end. Perhaps Thomas Edison was the first agile developer. He is quoted as saying, “I have not failed. I've just ...

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