It is hard to imagine (indeed, impossible to imagine) how a large company could not have a web presence as a central part of its marketing campaign. However, this does not that the company's website is as effective as it might be, or even very effective at all.

One of the consequences of the fact that websites have become both ubiquitous and necessary is that there is actually less pressure on companies to make their websites as elegant and effective as they used to be. In the early days of web marketing, websites were in large measure still peripheral. This meant that most consumers relied on older methods of advertising (such as newspaper ads) and were lured onto the web by websites that were especially clever or alluring.

Now the default method of marketing and advertising is web-based, which means that the web is likely to be the first place...
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