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Quote:

"Change is inevitable in a progressive country. Change is a constant."

Benjamin Disraeli

Driving your business via the Internet

The business world, both b2b and b2c, has evolved to the point where traditional business strategies, models, processes and even organisational structures are challenged by the the 'New Way' enabled by internet technologies and techniques.

Young internet focused (.com) enterprises are structured and focused from inception to engage fully with the power of the internet and are taking full advantage of their first mover status. More 'traditional' enterprises are encumbered by the 'old way' of doing things and often face radical change to achieve the same level of efficiencies and effectiveness.

To the 'initiated' the internet has already become such an obviously powerful tool for brand and image management, market positioning, business development and strategic decision making. These 'experts' therefore consider it a business imperative to embrace with this change and engage fully with the internet. Tesco's .com response to the insurance marketplace is a recent example of this change imperative in action and it is interesting to watch the reaction in the marketplace as such a cash-rich giant makes its move.

The problem many traditional business enterprises face, particularly in such a fast paced technological environment, is that the internet can often appear to be a 'black art' and even a 'black hole'; particularly those faced with the challenge of potentially radical change.

Traditional sales & marketing approaches are very well understood and perhaps seemingly more 'tangible' than the new technologies and techniques enabled by the internet. Certainly the 'push' techniques associated with traditional marketing and PR give more control and visibility of associated results to the supplier, whereas the internet enables control to move towards the client as they 'pull' the information they seek to themselves.

However, even though it is not a question of abandoning these traditional methods, there is no doubt that the greater efficiencies and effectiveness afforded by internet methodologies MUST be integrated into your S&M strategies.

Not only does your web presence directly impact on your brand, image and market positioning in 'pushing' your message out to your target audience, it also facilitates Search Engine Marketing (SEM) techniques to respond to the 'pull' drivers from your target audience; who are now taking control of the messages, products and services they specifically want to find. This potential loss of control and visibility could be fatal for any business in any market.

For the first time, internet marketing spend is now outstripping traditional media spend and budgets; so the revolution is well underway. SME's are not sheltered from these developments, which represent both opportunity and threat. Fully integrating internet web strategies with your S&M strategies using contemporised processes has now become your business imperative; not just a need, want or a nice to have!

Particularly when times are tough and cost base a priority, seeking higher efficiencies and effectiveness must be high on the agenda. Furthermore, if approached in the right manner, the gestation period for delivered RoI can be faster than traditional methods.

If this article is of interest to you; give me a call and I can demystify this 'black art'-'black box' for you ............. within the context of your own business environment.