eMarketing: The Essential Guide to Online Marketing

Saylor URL: http://www.saylor.org/books Saylor.org

6. Implement


7. Track, analyze, and optimize.

• An eMarketing strategy should not be created in isolation to an offline strategy but rather take a holistic
  view of all objectives.


• Offline and online activities should complement each other.

EXERCISES

1. The textbook stresses the important of tracking, analyzing, and optimizing for any eMarketing campaign.
   Why?


2. What is the difference between a strategy and a tactic?

[1] Michael E. Porter, “Strategy and the Internet,” Harvard Business Review 9, no. 3 (March 2001): 62–78.