Forget fancy gadgets, flash websites and the latest 2.0 buzzword.  Success on the web comes down to two things.

• Relevant Content
• Making Connections

The web is about information.  It was created to share information, and its primary purpose today is to share information.  So without relevant content, you are dead in the water.  People will not come to your websites, follow your brands, or refer your services if you do not have something that they need.  What they need is not just a hotel in the right place, or the ability to buy that cute pair of blue shoes.  They need the contextual information around that.  They need to be able to dig into and span across reference points to get the exact information that they want. They don’t want to read the brochure; they want to hear from someone who has been there. 

The web's power comes from interconnectivity.  Not just with regard to connecting information to relevant information, but with connecting people to information, and connecting people to people.  Leveraging this power of connectivity is what allows you to maximise your return on investment in digital media.  It gives you access to more customers, and the ability to connect with them to make it easy for them to spend more money, more frequently.