The definition of marketing is, "the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer" (dictionary.com).  But in today’s digital age, with 85% of Canadian households online (ITU), consumers are increasingly connecting with businesses through the web. It’s an easy, almost instinctual way to learn more about a company.

As a result your web site is the central marketing activity and communications channel. But too many times, managing the company web site is delegated to technical staff.

Get your web site out of the IT department

Just like there is a technical side to television, there is a technical side to web sites. But would you ever ask the cable technician to script or shoot your television advertisement? Then why would you leave it up to the IT department to manage your web site?

Whether it’s a web site or email campaign, these activities share the same goals as radio or print: increase visibility and revenues. So when you think web, think marketing. Yes, there is a technical component behind the scenes, but what you need to make sure you get from any website provider is the strategy and expertise to help you use the web to grow your business.