Large companies do have certain advantages. Chiefly, they have the finances to subsidize banner advertising on high traffic sites, and they can afford to refresh their content often. This enables them to attract new visitors and convert them into devotees. Of course, big companies sustain major disadvantages too. Corporations have more levels of management that have to review and approve every new budgetary or marketing decision.
Reaction time is delayed until input is obtained from the top brass.
Often people at the top are out of touch with the technology and advances of the Web and they may put up resistance to what they perceive as untried and risky. Due to the inherent conservatism and fear of offending anyone that s endemic in many big companies, their Web sites are often bland and indistinguishable from similar sites. When setting up your Web site, you need to follow a basic recipe. The icing is your ability to create opportunities for interaction between your customers and your company. This can be accomplished by providing a bulletin board or establishing a discussion group.