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Product launch and new product management are vital
to every company's survival and growth. Learn how to implement more effective
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The column about Product Launch...
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Volume 10 Number 1:Changing Role of the Company Website
 What role should the company website play during launch and beyond?
 For the last decade, the company website has been a key marketing platform during product launch, and that will certainly continue into the future. The role that it plays has evolved, however, from a passive marketing role to a more interactive central hub for the company's business operations - during launch and on an ongoing basis. To address this issue in depth, let's take a look at a little history.
In the early 2000s, the company website was considered the online storefront for the company, the web content was often created to act as a multi-page promotional brochure. Content was largely passive, and "pushed" out to site visitors. Web design was largely customized and therefore expensive, and web hosting was also expensive, forcing companies to carefully plan their site map and consolidate content in order to stay within budget. During the early part of the decade, e-commerce was just taking hold and the website then started to evolve from a marketing venue into a sales channel. The company website was largely in the role of the venue where electronic versions of datasheets, brochures, and press releases relative to the product launch would appear on launch day.
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