Working as a marketing manager over the last few years, I had become increasingly aware that the selling process seems to revolve around a company’s web site. The web site has to reflect or amplify every other marketing communications effort. Now Mark Kingdon, CEO of one of the biggest agencies which design commercial web sites, explains why that’s so, and you can see his understanding illustrated at this Jeep web site.

WSJ.com: Questions for…Mark Kingdon, CEO of Organic. 2006-Nov-8, by Emily Steel

…WSJ: As the digital space matures, some suggest that interactive work will drive all marketing communications — both online and off. Do you agree?

Mr. Kingdon: I think that particularly for considered purchases, where people think and learn before they make a decision, the Internet is going to be central to their decision-making process, and increasingly other media will drive much more explicitly to the Web, and that the Web will be core or central in those marketing campaigns…. (highlighting added)