Effective Internet marketing requires horizontal rather than vertical thinking. Institution-wide Internet planning is now as critical as all other operational planning. Research is mandatory. The medium is only as good as the message. Web sites are not brochures on a screen.
Internet users have a low pain threshold.
In the volatile Internet environment, competition is right next door. Finally, inadequate funding is no excuse for Internet shortcomings. Institutions that continue to ignore the above realities and postpone their own Internet plan do so at their own peril. Like businesses, Colleges and Universities must adapt to the market they serve and draw from, and today that market is dominated by Web-think.