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To keep your business running in optimal shape, you should plan to make a regular strategic Internet marketing assessment. Take a look at the effectiveness of your Web site in terms of attracting new clients and customers. Your Web site should be contributing to the profitability of your company in a scalable fashion. And if it isn't, you need to determine why. Compare the effectiveness of your Web site with your competition. If during the course of making your strategic Internet marketing assessment, you determine your Web site is an effective vehicle for your business, determine a way to maintain that direction, and implement a plan of action.