Does your marketing plan involve a marketspace presence for your product or service? If the answer is “no,” read no further and do not include this element in your plan. If the answer is “yes,” then attention must be given to developing a website in your marketing plan. A useful starting point is to:

1. Describe how each website element—context, content, community, customization, communication, connection, and commerce—will be used to create a customer experience.

2. Identify a company’s website that best reflects your website conceptualization.