After more than a decade experience with the commercial web, you’d think major marketers would consider the web more than an afterthought.
However, evidence reveals many consumer marketers still can’t distinguish between a website, an ad or a brochure. While retailers like Wal-Mart, Lowes, Nordstrom and Circuit City get it, there are others that still seem confused.
When clothing retailer Gap ran its latest very cool television commercials and turned its website into a single page that read “Under Construction” for the past couple weeks (same thing with OldNavy.com, which shares the same corporate parent), I was pretty amazed.
Where’s the planning? What about integrated marketing?
You have to wonder if Gap would do the same with its retail stores. As of this writing, OldNavy.com still features the words “Under Construction.” All that's missing is the little animation of the construction worker shoveling.