Advertising Age Article Abstract
Rethink Your Web Strategy or Fail
Not an Afterthought: Many Marketers Still Forget What It Takes to Excel in the Online Space
Websites -- at least the poor ones -- focus on the brand and a silo of products or services. Customers have little reason to come to the site, except to buy. But buying is one sliver of the web. The online medium should be used for the full spectrum of awareness, consideration, preference and purchase. ...