7.3.1 | Blogs

October 22, 2007 | Online Success - A Key Indicator

By Mark Ouyang
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After talking to dozens of clients and prospects, I’ve noticed a key factor separating those who are currently successful on the web and those who are not.

Of course, there are many factors but this one stands out simply because it sets the stage for all other decisions that follow.   It is how you view the web.  Do you view it as threat or opportunity?  Is it core to your operations or something extra?

Those that view the web as a threat to their current revenue and operations treat the web as an adjunct.  Those that see the web as an opportunity make it a priority and a core part of their operations.  As one successful customer observed, you get different results when you no longer base your web improvement decisions on “what won’t hurt our print/ broadcast/ current business”.

Here’s a test. When new content gets created, does it get pushed to all channels at the same time?  Or is publishing content to the web an afterthought?

When you view the web as a co-equal channel, you begin to look for how the web compliments not competes with your other channels.  You realize there are things the web can do that your other media channels cannot.  You discover ways the web can support them and vice-versa.

As the saying goes, how you look at a problem often determines the solutions you come up with.  How are you viewing the challenge?

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