In fact, referring to the Net as a medium is kind of like looking at genetic engineering as a way of making three-headed pigs for the circus. Because as soon as you start thinking medium, you stop thinking action. And when you stop thinking action, you stop thinking Internet. You don't have to be in the media business to fall victim to this core misstep. Every site, yours and mine, slips into the medium mistake.
Every site is pulled by the lure of quality marcom to forget functionality.
It is, in my view, the most common and most destructive mistake I see in sites every day. And not just in the visible site, either but also when I dig down with people to try and determine how effective their overall Internet initiative is. As I view it, most web sites are on the net like a commercial is on TV or a sign is on a billboard. But some sites have broken through. Some companies have realized that, just like Macy's conducts business at its stores and at the malls and at its offices, so too does it conduct its business at the Net.