Websites and diet pills
In our modern world, we’re all accomplished in our fields of expertise. As business people we have progressed and climbed up the proverbial corporate ladder by making good decisions and revisiting our company strategies to maintain our focus…haven’t we? All the great business cliches have been hammered into us every step of the way, but they’ve become white noise and even smart, thinking people have forgotten how to apply common sense to things that matter in their daily lives. You just have to look at fad diets and how much money is generated year-on-year on the promise that taking a pill will give you the body of the most popular celebrity currently sporting the covers of best-selling magazines. Really? Thinking people believe this stuff? Sadly, yes, the numbers prove it and people continue to fall for the golden promise of results without appropriate action. It’s no different with web sites, in my opinion. Executives believe that a web site is the diet pill of the business world. Just put up a web site and you can consider yourself ‘digital’. “Build it and they will come” echos from the boardroom. The reality is that while online marketing is far more cost-effective and has far wider reach than any other form of marketing, it is neither free nor cheap. It is not a quick solution and it certainly does not happen without planning, effort, focus and tenacity. Online Marketing is still a very young business discipline, relatively speaking, and many
