The Internet and your business
How often have you heard, or read, words similar to this ?
"A presence on the World Wide Web is rapidly becoming mandatory for every size of organisation - from the small trader to the large multi-national organisation. If you do not use the Internet as an integral part of your marketing mix, you are certainly not exploiting the potential of this now everyday route to business - while your competitors almost certainly are".
A lot of organisations, especially the Small to Medium Enterprises, are somewhere on this IT/Internet evolution path. Where are you? Where do you want to be?
Limited use of IT
The business uses a computer for internal office functions only - interested in the Internet and how it could benefit the business, but never seem to find the time, or know whom to turn to.
On the Internet
Business has a website, but its limited success is causing doubts about the benefits of its wider use and moving in an e-Business direction.
Website is effective
The business has a website that has generated a higher customer interest and service level. Benefits are beginning to be realised. Now want to move forward.
Electronic Catalogue
Website contains details of product & services, for existing and new customers. More interaction is being experienced from customers. Realisation that the available market has expanded. Perhaps orders being taken over the Internet.
e-Commerce
A rising percentage of orders are taken over the Internet. Secure servers and SSL being used to take payments on-line. Website is now integrated with other marketing channels. Starting to integrate the website with the back office systems.
Integration
Internet technologies now being used internally to extend integration of the website and with other systems. The business is now planning the introduction of closed Intranet and Extranet applications.
Advance e-Commerce
On-line relationship with Trading Partners - Suppliers and Customers. Website personalisation. E-CRM (Customer Relationship Management) systems introduced. Intranet technologies used for internal staff functions - e.g. Expense recording, HR functions, Time & attendance etc. etc.
It has been estimated that over three quarters of small businesses have their own website, but when questioned the vast majority are not satisfied with the outcome and state that it just did not meet their expectations. Simply having a website is not enough - your business needs to understand how to profit from this relatively new channel to market and how to integrate it into the business - or in some cases - start to change the way the whole business operates.
For those that get it right, or learn from their initial foray into the big bad world wide web, the rewards can be substantial.
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