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| What do you want to do with your Web site? OVERVIEW Generally, people who want a Web site do not take the time to ask themselves or others within their company a very important question: why? It is a simple question to ask, but perhaps people don’t ask this question because the answer is difficult to discover. The ATI-Net has just completed an intensive study evaluating the effectiveness of Web sites for agricultural and agribusiness organizations. The data generated by this project has shown that planning a Web site is the most crucial element in designing and maintaining a Web site. Why is planning a Web site the most important aspect? Think of it in these terms; would you develop your company’s advertising campaign or its overall marketing plan without thinking about it? Your advertising campaign is a direct reflection on your company. You want it to be done professionally and correctly, as outlined in your overall marketing plan. In additional to making your advertising campaign is professionally done, you will also want to evaluate its effectiveness in quantitative measures, qualitative measures, or both. Why do you take a considerable amount of time and dollars to assure yourself that you are reaching your target market in the most effective methods possible? If you are not reaching your target market you will want to make course adjustments to correct any problems. Why, then do you expend a considerable amount of time and effort to properly manage your marketing plan that has the potential to reach thousands of people and at the same time neglect your Web site that has the potential to reach millions of people? WHAT TO DO NEXT This document is designed to help you in your Web site planning effort. While you are answering the questions you should start getting some ideas as to what you want out of a Web site. ATI-Net technicians are willing and able to assist you during this planning process.
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