Communicating effectively on the web is as much about software as communicating effectively on the phone is about a satellite.
Both the software and satellite are vital. They are the enablers. However, it’s easy to get caught up in having the latest, most optimized, hi tech application and neglect the message you wish to distribute.
A great software application, but bad marketing will not convert browsers into buyers. An average software application and a great marketing campaign will.
When marketing, don’t get caught up in the technology
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Classically known as content v. presentation.