Suzanne Mcgann

Whether you’re an established cataloger needing to tweak your online presence or a relative newcomer, today’s Web holds nearly limitless potential for marketing and selling. In many respects, smaller companies are no longer dwarfed by their bigger counterparts when they effectively use today’s powerful Web 2.0 applications. Such tools as videos, podcasts, rich graphical presentations and other content-rich media applications help level the playing field by infusing fresh content to your site and in turn, feed search engines. Before jumping on the Web 2.0 bandwagon, though, it’s helpful to take a step back and plan an online strategy. Here are some guidelines we use in