• by Laurie Petersen , October 12, 2007

Steve Ballmer gave a riveting and energetic view of the future -- with software platforms such as Microsoft's powering the connection between the marketer and consumer (more details on it later).

But the first thing any marketer should do, he says, is to look at your Web site. Make an investment in your existing Web site. Is it doing all that it can? Is it filling a brand mission? Are there things you should be doing for your brand, for your customers? Can you add a community? What more can you do to enhance your brand right now, with existing capabilities?