Your Company is Either Online or Out of Touch
Description: Establishing a web presence is vital to any
business today as it promotes the company and gives it access to
a market of over 1 billion people.
A decade ago, a title like the one above would have been
absolutely absurd. In 1995, there were not even ten million
Americans online and the technology was so new that it was a
true burden to think about shopping online. Of course, that was
back in the days when dial-up was the only access to the
Internet. Today, with broadband technology and over 140,000,000
Americans using the Internet, the fact is that businesses either
embrace this technology or they run the risk of becoming
obsolete.
When the dot.com explosion occurred at the end of the 20th
century, companies were rushing out to create websites in hopes
of cashing in on this new and exciting medium. The crash which
happened a few years later occurred because companies
overestimated the reach of the Internet at that time, not
because the potential was not there. However, the dot.com crash
did cause a lot of companies to shy away from developing a
website or at least in establishing a web presence.
Of course, nowadays, the Internet has Ebay and a host of other
"cyber darlings" that have helped fuel the latest surge in
growth. Such companies have renewed faith in the Internet as a
means of tapping into markets that a traditional company cannot.
There are now over 1,000,000,000 using the Internet and that
number is expected to grow to 1.2 billion by the end of 2006.
Frankly, the longer a company waits to establish its presence on
the web, the harder it will be for that business to compete in
the future.
It is called "targeted marketing" and it is the biggest single
reason to establish a web presence. When a person searches for
something that they are interested in--let's just say
music--they type in the word "music, or cd, or even the name of
their favorite artist--and the search engines turn up a list of
relevant sites. Every one of those sites, or at least the vast
majority of them, is dedicated to music in one way or another.
But, the real advantage for a business is that every surfer
visiting those sites is already interested in music!
Just think about it: they are already interested in whatever you
happen to be selling! It is literally like a self-generating
mailing list! Instead of sending out mass mailings in hopes of
getting a few responses that will help build a future mailing
list, a business can set up a web presence and generate its own
list from scratch.
In addition to targeted marketing, a web presence simply is
another way to promote your business and gain access to a market
that is over 1,000,000,000 people strong. And in truth, an
Internet web presence is beneficial to 'non-traditional'
business ventures as well. Let's say, for example, that you were
a musician. Like most people starting out in the business, you
are probably having a hard time getting your music out there for
people to listen to. But, by establishing a web presence at a
place like www.entertomusic.com, you can sell your music online
without ever having made a cd. In fact, a site that helps sell
your music may be the way to raise the cash you need to cut your
first cd!
The fact is simple and clear: The Internet is the train to the
future and those not on board will be left behind. Internet
sales increased by 21% last year and a similar increase is
expected next year. Our traditional business model is being
replaced before our very eyes and we must not shun change or
else the future will continue onward without us. A web presence
is no mere luxury or trivial marketing ploy--it is positively
essential to the growth and survival of any business venture. If
you do not have a web presence yet, do not waste another day and
establish one now before that train leaves without you!