The first question any company should ask of the internet is – do I need to be on it? Clearly, if your customer base or target market is not online itself, nor internet-enabled, there is little point in building a full-blown e-commerce website.

However, even if a small proportion of your customer base or target market is on the internet, then the chances are you should be too.

If you look at the well-known internet companies, there are a number of common factors. Most of the successful companies are selling mail-order type products – products that are easy to describe, stock and deliver. The internet becomes simply an extension of the catalogue, with the added benefit that it can be kept up to date and, as more and more customers order direct, the cost of each sale falls.

Internet strategy

Without a considered strategy that meets the business objectives, it is unlikely that any internet presence can succeed. Companies need to know what they are trying to achieve and whether they want the website to:
  • Increase awareness of the company and its products and/or services
  • Open new channels of communication with staff, partners, customers and suppliers
  • Provide information
  • Replace or complement existing sales and marketing channels;
  • Reduce costs
  • Increase sales
  • Improve efficiency

More often than not, the website will be designed to achieve a combination of these but unless there are documented objectives, there can be no direction or focus and ultimately the project will fail. The Internet can also be used as an opportunity to launch or re-brand a company, a specific product or service areas. It could be there just to create interest and to reach a global audience.

The Internet needs to be seen as a part of the marketing mix that sits alongside print, broadcast and PR. It should not be thought of as a separate channel, even if your business is entirely virtual.

For some organisations, the internet will be the focal point but for others it could exist purely to disseminate information at a lower cost, releasing sales and call centre resources.