A little history: when the world wide web first appeared on the scene, companies had no idea what to make of it. Positioning online was not a thing.

Since the web involved code and computers, it was a logical decision to put websites in the hands of the I.T. guys. I.T. did a great job. until we all realized that the web was one of the greatest marketing tools ever invented.

It is one of the best ways to build and seat a company's positioning in the mind of the prospect.

For over 10 years, our agency has gone into clients' marketing department meetings with a major crisis at hand: "Help! Our I.T. department won't give us our website!"

And for over 10 years, we've usually convinced CEOs that their websites will be far better in the hands of their marketing department.

Now this seems like common knowledge these days, but it's a far worse situation than many would realize.

Why? Because after marketing departments gained management of their websites and the ability to build their positioning online, they turned them over to web shops.

Excuse the analogy, but that's like trying to score a touchdown by running sideline to sideline. These web shops have a salesperson and programmers - not marketing and communications experts.

Now that the treasure that is the web has been discovered, companies must be relentless in controlling their marketing message.

No matter what medium, all messages emanating from the company must reinforce their positioning. Positioning online is no different.

Marketing departments and/or their advertising agencies must be accountable for communicating a company's positioning online in the same way they do offline.

Web is simply another marketing tool. More complicated perhaps, but that's exactly what makes it more robust.