How to Innovate in Marketing (Collection), 2/e

61. Digital Base Camp: Create a Great Web Site

A Web site is ground zero for digital marketing. Although marketers have moved away from promoting their Web site home page like a billboard or brochure, it’s a digital base camp for linking to content, directing inquiries, posting comments, distributing marketing and sales material, and hosting microsite landing pages in an email campaign.

Customer engagement has changed the way people interact with a Web site. The homepage is often the place visitors engage on a blog, or they may visit the “workroom” of a site to custom design a product or submit product ideas. Web site home pages feature blogs prominently and many Web sites are now created on platforms designed for blogs (like WordPress and Typepad), ...