i am a proponent of structured thinking and strategic planning. even quick-decision-making scenarios (QDMSs) arising from, say competitive moves or supply problems or below-expectations results, should be - in my opinion - well thought-out.
my mantra: always go back to the strategy which lays down the raison d'etre of the campaign in the first place.
so it follows that when someone tells me "just build a website!", i cringe.
building a website - particularly for big brands and brands that wish to compete for audiences' attention in a highly fragmented, attention-contested medium like that internet - is a major undertaking.
TV ads follow a certain process - so do print ads. but i believe that the process of building a website is far more complex.
when one builds a website, one does not simply build for one's self: the website's users' satisfaction is what's key.
usability and usefulness. relevance and timeliness. loyalty and repeat-visits.
these are just some of the variables that are in play.
and websites - like TV or print ads - need to be responsive to changes in consumers' mindsets. but the expectations of audiences from websites are far greater: you need to change quickly, lest you lose them.
why? because they are in control.
i found this map from Usability.Gov that talks about building a usable, useful, and relevant site.
it looks complicated - because it is complicated.
(visualizers will probably cringe at the site of this flowchart - but it is the reality. there is a better way of visualizing this, I am sure, but for now, just bear with the visual.)
so what do you do?
(I added the last one.)
and no, this can't be done overnight.