Using technology as a business tool...

How you promote your site depends a lot on the goals you set for your site initially. The power of the Web is not as a new tool in technology, but as a new form of communication, its ability to allow people people to publish ideas, broadcast images and philosophies. In its present form the internet is an interactive magazine splashed with radio. As bandwidth issues are resolved the web will incorporate more elements of television. The internet is both a highway and a vehicle, however if you don't have a destination in mind, you won't get very far.

If you are thinking about using the World Wide Web as a marketing tool you need to think about it in the same way you would TV or Radio, or any other vehicle in your total marketing campaign. Is your website where you send someone after they have read your ad in a magazine, or saw your commercial on TV? Is your website used to keep in touch with existing customers? Or to generate new client? Is your website a tool for your employees to use?

This task of webmastering, promoting your site, will vary widely from site to site. The promotional tasks of webmastering may be handled as a function of a sales manager, the public relations department or perhaps even the human resources department. Most of the general managers of radio stations, TV stations, and similar entities, that I have known over the years were not as much technically oriented people as much as they were sales and marketing people. Promoting your site is very important in the overall job of webmastering. If no one uses the website, will you be able to justifly the need for the site? Or its webmaster for that matter!

Once you have set a goal on how your web site will be used, it is very important for the life of your website that that goal is achieved. The role of the website is to deliver your message, promote your business, your group, your organization. The key point to keep in mind is that you can use technology to be creative, but technology does not take the place of creativity. Just like a hammer and saw doesn't make you a carpenter, fancy technology won't make you better at your job if you don't understand the tools, and especially how to use them.

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