You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. 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 By Nilofer Merchant, Published on July 09, 2007 11 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.