The ability to organize and manage content becomes key. Having an organized, coordinated Web team in charge of Web content decisions is crucial. Without that, mini-sites tend to become fiefdoms, diverging to the point that they become counterproductive rather than complementary. I suspect that the IBM site is easy and interesting to use precisely because it is backed up by a well-coordinated team. However, Web users generally dislike sites with a pushy or boosterish tone.
People come to Web sites for information.
If they wanted hype and hoopla, they'd just watch TV commercials. IBM seems to understand this, and has found a way to put its news and special offers up front without making them seem pushy. This strategy is evident right on the home page . Companies that constantly brag or that otherwise annoy their online visitors will never achieve the marketing, sales, or PR goals they have set for their site. Here, visitors can purchase special tutorials covering a wide range of topics, including Office 2000, the Internet, personal finance, and more.