It’s About the Web

I’m always amazed by the fixation marketers still have with their web sites. As if the Internet is just one giant TV station and their web site is a giant commercial (albeit one you can interact with). What about the interconnectedness of the web? What is your web site when looked at as a node in something more important? Does it make sense? Does it provide something worthwhile, outside of its relationship to your products, services and/or company? Does it need to?