In the early to mid-1990s the young world wide web was mainly a social networking playground for technology professionals and hobbyists. Users created and shared content informally within close knit online communities such as AOL and Usenet. Quality web-based content was scarce even into the late 1990s, as many small to mid-size businesses and non-profits viewed the commercial Internet as a passing fad or latent threat.

From the late 1990s to around 2004 small to mid-size organizations began taking the web more seriously. For many this meant simply copying and pasting their sales & marketing materials to their websites. Then in late 2004, amid the rapid proliferation of web content and functionality, "Web 2.0" began to emerge. People started interacting with and influencing the websites and web-based services that they used. Small to mid-size organizations have been an important part of the web’s swift evolution ever since.

Small to mid-size businesses and non-profits are steadily recognizing the value of web content management, search, social media, mobile and video marketing. In many ways we’re back to 1994, but with a modern twist. Social networking, subject & industry specific online communities, and user generated content are again driving forces. But the Internet’s speed, flexibility, features & functionality have increased enormously. The Internet is now a mature, high performing and credible resource. Strategy is more important than ever.

The era of pushing content out via websites & e-mail newsletters and hoping for good results is history. Successful businesses and non-profits are using the Internet strategically to target and engage their audiences across a range of online experiences, from websites to e-mail, social networking to video, and traditional offline marketing to mobile marketing. This calls for smart, creative Internet strategy and hard hitting, cost effective tactics.