|
Although many points in this paper are up for debate (one of the many interesting qualities of the web), I hope it has given you at least a better inclination of how Internet marketing is affecting current business strategy. The web is a new medium and even as it moves full force from its infancy to its maturation, there will be a great deal of trial and error used to distinguish success from failure.
If your business is determined to align the Internet as a major source of revenue or brand positioning, I strongly urge you not to do it half way. Spend the money to have it done correctly. Make sure the site is produced by a firm that not only understands HTML coding, but more importantly, understands your business. Make sure the site succeeds in a business sense. Make sure it makes a difference in revenue. If not, tell them to do it again.
The Internet and the web will never be the complete answer, nor will it ever become a complete replacement for traditional advertising. Anyone who even hints at this is flat-out wrong.
The Internet is a medium that if paired correctly with traditional forms of advertisement can be a strong supporting beam for improving the way you do business. However, the beam is almost never strong enough to hold up the entire structure.
Building a house takes a variety of tools and people. Building a strong house takes good tools and even better people. |
