One of the biggest problems in designing Web sites has always been getting appropriate raw material that can be turned into meaningful presentations: A handful of badly written brochures and a few out-of-date photographs are not going to make much of an impression.

And now that the Web has involved into a sophisticated communication platform, able to deliver audio and video content, the problem has become even worse. Web sites need to not only deliver appropriate copy and image content but also present audio dialog and video performances that demonstrate how products and services improve the business or personal lives of Web site visitors.

But if organizations don't know or can't express their own marketing story, or are unwilling to allow their multimedia advisor to develop that story for them, their Web sites will never become integral to their success.

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